Bulgaria takes a more liberal approach to vaping and drinking than most Eastern European countries, but it takes a hard line on smoking. There are no restrictions on vaping indoors and e-cigarettes can be freely bought and sold domestically, although cross-border sales are now banned. Its taxes on beer and spirits are relatively low and there is no wine duty. There are few restrictions on beer and wine advertising but spirits advertising is prohibited on TV and radio except in a heavily regulated form after 10pm.

Tobacco regulation is much tougher. There are few exemptions to Bulgaria’s tobacco advertising ban and the sale of cigarettes from vending machines is prohibited. Although EU law now bans the sale of cigarettes in anything less than packs of 20, smaller numbers can be bought on the illicit market.

Bulgaria’s smoking ban is among the most severe in Europe with no exemptions in bars, restaurants or workplaces (except for shisha) and some restrictions outdoors. The exemption for shisha was confirmed in July 2019. Compliance with the ban has improved over the years after being poorly enforced at first.

Tobacco taxes in Bulgaria are the lowest in the EU in cash terms but are second only to Romania once adjusted for income. In 2017, Bulgaria passed Decree No. 163 which adds heated tobacco products to the Excise Duties and Tax Warehouse Act; thus, products such as IQOS are taxed according to the weight of tobacco. This duty has risen considerably since being introduced and currently stands at 233 Levs per kilogram (€119).

There have been legal limits on salt levels in manufactured bread, cheese and meat products since 2011. There was talk of Bulgaria introducing taxes on ‘junk food’ and energy drinks in 2015 but the Finance Ministry opposed the idea and it came to nothing.