Google Ads to ban gambling-promoting content in Croatia

By jili tutorial · September 15, 2026

Google Ads to Ban Gambling‑Promoting Content in Croatia: A Comprehensive Guide

Overview: What the Policy Change Means

On 9 September 2026, Google announced an update to its Gambling and Games Policy for Croatia. Starting 7 October 2026, Google Ads will no longer allow the promotion of gambling‑promoting content targeting users in Croatia. Any existing certifications for advertisers of such content will be revoked on that date, and new certification applications will be rejected.

Crucially, operators advertising their own licensed gambling products are not affected – only third‑party sites that promote or compare other gambling services are caught by this ban. The notice does not explain why the change was made and offers no formal appeals process.

Timeline of Key Dates

Date	Event
1 January 2026	Croatian operators must comply with new national advertising restrictions (amended Gambling Act).
9 September 2026	Google posts the policy update in its Country‑Specific Requirements for Croatia.
14 September 2026	Google applies a “good policy health” standard across all gambling categories, restricting certification for accounts with repeated violations or revoked certificates.
7 October 2026	Ban on gambling‑promoting content takes effect; existing certifications revoked.

Understanding “Gambling‑Promoting Content”

Google’s policy defines gambling‑promoting content as content that:

Directly promotes engagement in gambling activities, or
Requires authorisation under local law (e.g., because it acts as a gateway to unlicensed operators).

Within this category, Google currently certifies only one type of advertiser:
Aggregator or affiliate sites that provide information about, or comparisons of, other gambling services. These sites must not:

Operate gambling themselves,
Link to services they own,
Promote any operator that does not hold a valid licence in the targeted country.

Practical Example

✅ Allowed before Oct 2026 (but banned after): A Croatian affiliate website that lists and compares bonuses from several licensed online casinos, with paid Google Ads.
❌ Always prohibited: A site that offers its own casino games or links to an unlicensed operator.
✅ Unchanged: A licensed operator (e.g., Superbet Croatia) running Google Ads for its own sportsbook – that is online gambling, not gambling‑promoting content.

What the Croatian National Law Already Requires

The Google policy change sits on top of stricter domestic advertising rules that came into effect in 2025–2026.

Key Provisions of the Amended Croatian Gambling Act (Published April 2025)

Electronic publications (websites, news portals) are banned from carrying any content that includes links leading – directly or indirectly – to gambling operator sites.
Advertising of gambling is prohibited:
- Online, in audiovisual media, and in radio programming between 06:00 and 23:00.
- In print media at all times.
- On publicly visible surfaces (billboards, posters, etc.).
Bonuses, free spins, and similar incentives may only be promoted on the operator’s own website.
Celebrities, athletes, and media influencers must not appear in gambling advertising.
Social media content creators may not promote or livestream gambling.
Sponsorship is still allowed but limited to a company name, logo, and recognisable service marks. No promotional messaging is permitted.
Low‑risk lottery games are exempt from most restrictions.

Operators had until 1 January 2026 to adapt their marketing activities to comply. Google’s update adds a platform‑level enforcement layer that further limits affiliate channels.

How the Ban Affects Different Stakeholders

Comparison and Affiliate Sites (Gambling‑Promoting Content)

What is lost: Paid search ads and display advertising targeting Croatia.
What remains: Organic search traffic, direct visits, and revenue from operator‑side arrangements (e.g., CPA deals that do not involve paid Google Ads).
Certification: Existing certifications will be revoked; no new ones accepted.

Licensed Operators (Online Gambling)

What remains unchanged: Operators can still advertise their own products via Google Ads, provided they:
- Hold a valid licence from Croatian authorities,
- Meet Google’s certification requirements for their country of target,
- Comply with the national watershed (06:00–23:00) and content rules.
Croatia’s country table allows advertising of casino games and betting by licensed operators. Lotteries and bingo are restricted to the state operator Hrvatska Lutrija.

Example: Operator vs. Affiliate

Operator A (licensed in Croatia): Runs a Google Ads campaign for its “welcome bonus” – still allowed (subject to national time restrictions and bonus rules).
Affiliate B (comparison site): Runs a Google Ads campaign linking to Operator A’s promotions – banned from 7 October.

Strategic Implications for the Croatian Market

Affiliate models under pressure: Comparison and review sites that relied on paid search for visibility will need to pivot to organic SEO, email marketing, or direct partnerships.
Operators may renegotiate commission structures: If affiliate traffic drops significantly, operators might shift budgets to in‑house advertising or explore alternative platforms (social media, programmatic display) – though these channels are also heavily restricted under Croatian law.
Potential for increased compliance costs: Affiliates must ensure that any remaining organic content does not “directly promote engagement” (e.g., using strong calls‑to‑action) or violate local laws about linking to operator sites.

Google’s “Good Policy Health” Standard (from 14 September 2026)

In a parallel move, Google introduced a global “good policy health” requirement for its entire gambling and games category. Accounts with repeated policy violations or revoked certificates will be restricted from future certification, effectively barring chronic offenders from running gambling ads anywhere. This adds an extra layer of risk for affiliates that have had previous infractions.

How to Prepare for the 7 October Deadline

Affiliates targeting Croatia:
- Immediately stop creating new Google Ads campaigns for Croatian‑facing gambling‑promoting content.
- Review existing campaigns and pause any that will become non‑compliant.
- Consider pivoting to organic SEO, social media (within legal limits), or email lists.
- Consult with legal counsel to ensure any remaining site content does not violate local “link‑ban” provisions.
Licensed operators:
- Verify that your Google Ads certification for online gambling in Croatia is up to date.
- Ensure all ad copy and landing pages comply with the national watershed (no ads between 23:00 and 06:00) and the ban on bonus promotion outside your own site.
- Review sponsorship materials – ensure only name/logo/service marks are used.
All parties:
- Monitor Google’s Gambling and Games Policy page for further updates.
- Document compliance efforts in case of future audits.

Conclusion: A Two‑Tiered Regulatory Landscape

The Google Ads ban on gambling‑promoting content in Croatia is the latest example of platform‑level enforcement aligning with national regulation. While licensed operators retain their ability to advertise, the affiliate ecosystem faces a significant disruption. The combination of Croatia’s strict online advertising law (effective 1 January 2026) and Google’s policy (effective 7 October 2026) leaves little room for third‑party gambling promotion via paid search.

For businesses active in the Croatian market, the key takeaway is clear: reliance on paid affiliate advertising is no longer viable, and compliance with both national and platform rules is non‑negotiable.

Google Ads to ban gambling-promoting content in Croatia