This study explore Roma representation during online electoral campaigns of four Bulgarian parties, competing for vote in the election of April 2023. Scrutinizing 327 Facebook posted during the political campaign of March 2023, this empirical analysis showcase how is the Roma minority in Bulgaria addressed by the parties and test a hypothesis about the political parties’ strategy based on the risk to include and address Roma explicitly. This argument is based on the literature of Roma and electoral politics. The methodological approach of this study is qualitative text analysis. While the results confirm a hypothesis of Bulgarian parties not addressing Roma explicitly during political campaigns, the study acknowledges the limitation and challenges to scrutinizing the substantive and descriptive representation of Roma in the Bulgarian political landscape.