Bulgaria’s media regulator, the Council for Electronic Media (CEM), is actively monitoring the broadcast of World Cup matches on national television, BNT. This increased oversight is a direct response to growing public concern regarding the prevalence of gambling advertisements during the games. The CEM stated it is specifically observing the broadcasts due to heightened sensitivity surrounding gambling operator advertising. The regulator aims to ensure compliance with existing advertising regulations and address potential issues arising from the increased exposure. This monitoring comes as the World Cup typically attracts a large viewership, potentially exposing a wider audience to gambling promotions. The CEM has not yet indicated any specific violations but is prepared to take action if necessary. The move reflects a broader debate in Bulgaria about the impact of gambling advertising on society.