While it is more than affordable for foreign companies, it is still expensive for many Bulgarian companies. Because of the cost, the leading users of television advertising are mainly foreign-affiliated companies, especially those specializing in consumer products. It may be necessary for a U.S. supplier to assist their Bulgarian agent or distributor in coping with the cost of television commercials. Advertising is regulated by the 1998 Law on the Protection of Competition. This law prohibits advertisements which disseminate misleading information to consumers or malign the reputation of competitors.
Separate legislation regulates advertising for specific products.
This provision appears not to be enforced, given ubiquitous advertising of cigarettes in all the media. The Pharmaceutical Law prohibits the advertising of pharmaceuticals that are not registered in Bulgaria. There are about thirty companies that provide a full range of professional advertising services. These companies have formed an advertising association, and there is at least one other association comprised of smaller companies. These companies have tried to influence the media to pay attention to international advertising norms and ethics.