Google will prohibit gambling-related advertising targeting Croatia from October 7, 2026, ending the use of its advertising services by affiliates, media outlets and other businesses promoting online gambling content in the country.
The policy change will revoke all existing gambling advertising certifications in Croatia, while Google will stop accepting new certification applications.
Google Ends Gambling Ad Certifications
Google confirmed the change through an update to its country-specific Gambling and Gaming policy.
From October 7, all promotion of online gambling content targeting users in Croatia will be prohibited. The decision is expected to affect affiliate websites and media publishers that use paid search and other Google advertising services to direct traffic toward gambling operators.
The move removes an important digital acquisition channel for businesses operating within Croatia’s regulated gambling ecosystem.
Croatia Tightens Advertising Rules
Google’s policy change follows Croatia’s broader tightening of gambling advertising regulations introduced in January 2026.
The country has restricted gambling promotions across television, radio, print media and public spaces during most hours. Online publications are also prohibited from linking directly to gambling operators, while bonuses and free spins can only be promoted on operators’ own websites.
Celebrities and influencers are banned from participating in gambling advertising campaigns. Sports sponsorships remain permitted under limited conditions, with companies generally restricted to displaying their name or logo without promotional messaging.
Permitted gambling advertisements must also include warnings about addiction risks and underage participation.
Lawmakers Call for Stronger Enforcement
Croatia’s advertising restrictions have continued to face scrutiny over potential loopholes and enforcement gaps.
Lawmakers Božo Petrov and Marin Miletić previously argued that sponsorship arrangements could allow gambling brands to maintain public visibility, particularly through sports. They also raised concerns about enforcement of Croatia’s self-exclusion register.
More recently, the Croatia Football Federation faced criticism following its partnership with prediction market operator Kalshi. The agreement was promoted through the federation’s social media channels and featured Croatian footballer Luka Modrić.
Digital and Sports Advertising Under Pressure
The developments highlight the increasingly complex advertising environment facing gambling operators, affiliates and media companies in Croatia.
With Google removing gambling advertising access and national rules restricting traditional and digital promotion, licensed operators may face fewer options for acquiring customers and maintaining brand visibility.
At the same time, ongoing debate around sponsorships and prediction markets suggests that regulators may face further pressure to clarify how emerging gambling-related products should be treated under Croatia’s advertising framework.
