Supreme Administrative Court (SAC) rejected both complaints filed by Hild Bulgaria against a decision taken by the Consumer Protection Committee (CPC), the court said. Hild filed the complaints against CPC decision to ban from publishing two of Hild's adverts: a TV spot and a flier.

On March 11, SAC confirmed the ruling of Sofia Administrative Court for rejecting Hild's complaints. SAC said Hild presented insufficient evidence that its interests were damaged by the ban imposed on the adverts by the CPC.

Hild Bulgaria is a company that has made Bulgarians aged over 65 its market. The company offers pensioners the option of transferring their properties to Hild in exchange for a lifelong monthly allowance and cash in the bank. The Hild Bulgaria advertising campaign started in October 2007 on all national TV channels with a prime time advertisement featuring some of Bulgaria’s most famous actors, all in their late 60s.

The campaign made Hild the prime target of the Financial Supervision Commission which claimed that Hild was not acting according to the law because it had offered services similar to an insurance company without being registered as one. A letter sent to Hild by the FSC said “the service of paying annuities, or pensions for an indefinite time in the future, after Hild has received the rights over the property of the people involved in the contract, has the characteristics of life insurance services performed by an insurance company, for which Hild has no licence”.

Hild has denied all that claiming that indeed its service were similar to the ones of an insurance company, but at the same time there more than enough differences. The FSC intervention led to CPC banning Hild's adverts.