Bulgaria’s National Revenue Agency (NRA) has released new guidelines for gambling advertising, which has caused a stir among critics and the sector itself. This is a remarkable development. The NRA has made it clear that social media platforms are exempt from the severe limits on gambling promotions that were put in place for conventional media just three months ago. This ruling calls into question how successful Bulgaria’s attempts to control gambling advertising have been.
The former total prohibition on gambling advertisements in all media, including internet platforms, by the NRA caused all the misunderstanding. However, NRA Director Rumen Spetsov has stated that social media networks are exempt from this prohibition. Social media platforms like Facebook, Instagram, TikTok, and YouTube, in Spetsov’s opinion, do not fit the legal criteria of “media” as specified in Bulgaria’s Broadcasting Act.
Spetsov’s interpretation followed an inquiry from local news outlet Mediapool, which sought clarification on the scope of the ban. The NRA contends that since users voluntarily follow influencers and register on social media, they are giving implied consent to view gambling content. “Every citizen has the right to decide whether or not to set up their own social network account as well as the type of information they wish to access according to their interests,” Spetsov said.
Broader Implications for Gambling Harm Prevention
Considerable opposition has been voiced to this interpretation. The original goal of the gambling ad ban, according to critics, was to restrict exposure to gambling advertisements, especially for vulnerable populations like minors. The goal of the May ban was to lessen the influence that gambling advertisements have on these groups of people, who are becoming more and more engaged online.
Spetsov defended the ruling, arguing that because of their widespread distribution, traditional media and their online versions are considered “media.” He issued a warning, stressing that “editorial responsibility regarding content” is a critical factor in establishing the legality of such advertisements, and advising against using conventional media to direct viewers to social media for gambling promotions.
The NRA’s stance has led to concerns that the relaxation of regulations on social media could lead to an increase in gambling advertisements, potentially targeting younger audiences who are more engaged with these platforms. The ambiguity surrounding the enforcement of the law could also weaken consumer protection efforts, heightening the risk of gambling harm among more impressionable viewers.
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