Google to ban gambling affiliate advertising in Croatia
Google will stop affiliates and gambling media businesses using Google Ads to promote online gambling to Croatian consumers from October 7.
The technology giant has confirmed it will revoke all existing certifications covering online gambling-promoting content targeting Croatia and stop accepting new applications.
Importantly, the policy does not prohibit licensed online gambling operators themselves from advertising through Google.
The change instead targets third-party content that promotes or directs users towards online gambling, meaning affiliates and gambling comparison or media sites are likely to bear the brunt of the change.
“Effective October 7, 2026, our updated policy will disallow all promotion of online gambling-promoting content targeting Croatia,” Google said.
It added that existing certifications will be revoked and new applications will no longer be accepted.
The change comes after Croatia introduced substantially tougher gambling advertising restrictions at the beginning of 2026.
Advertising on television, radio and online media is restricted between 6am and 11pm, while gambling promotions are banned from print media and publicly visible locations such as billboards.
Croatia has also restricted celebrities and influencers from advertising gambling, while bonus, free-spin and similar promotional material is largely restricted to operators’ own platforms.
Licensed operators remain permitted to advertise under Google’s existing Croatian rules, provided they hold the necessary gambling approvals.
Google currently states that operators offering casino games and betting must be licensed by Croatian gambling authorities, while Croatian Lottery holds the exclusive position for lottery and bingo products.
The October change therefore creates a significant distinction between direct operator advertising and paid affiliate acquisition.
It also arrives as Google tightens gambling advertising globally.
Separate certification rules that took effect on September 14 require all gambling and gaming advertisers to demonstrate satisfactory policy compliance, while manager accounts repeatedly associated with certification breaches can lose their eligibility to apply for future gambling certifications.
