Google to Restrict Gambling Affiliate Ads in Croatia Starting October 2026

Google has announced a major policy shift regarding the promotion of online gambling in Croatia. Starting October 7, 2026, the company will no longer allow affiliates or media platforms to use its ad services to target Croatian audiences with gambling promotions. This update means that all existing Google Ad certifications for promotional content in this sector will be revoked, and no new applications will be processed for this category.

This measure primarily targets aggregator websites and affiliate portals that provide comparisons or information to direct traffic to gambling operators. While licensed operators themselves may retain access to Google Ads if they meet specific national requirements, the path for third-party promoters is being closed off entirely. The move follows a series of aggressive regulatory steps taken by the Croatian government.

Numbers and facts

Since January 1, 2026, the Croatian HDZ government has enforced extensive bans on gambling marketing. This includes a total prohibition of television and radio advertising between 6 am and 11 pm. Furthermore, billboards and print media are off-limits for gambling ads, and social media influencers are strictly forbidden from promoting or livestreaming gambling activities.

"On October 7, 2026, Google Ads will update the country-specific information for Croatia in the Gambling and Gaming policy. Under the updated policy, all promotion of content related to online gambling and targeting Croatia will be prohibited effective October 7, 2026." - Google Ads Official Policy Update

Despite these strict rules, some exemptions remain for low-risk products like lotteries managed by the Croatian Lottery LLC. The enforcement of these laws has faced public scrutiny, especially after the Croatia Football Federation (HNS) partnered with Kalshi, a US-based prediction market operator, in June. This campaign featured national football icon Luka Modric, raising questions about legal loopholes in the Balkan nation.

Background

The decision by Google to cut off affiliates in Croatia is not an isolated event. It coincides with a global update on September 14, 2026, where Google tightened its certification rules worldwide. Advertisers must now maintain high account health standards, and Manager Accounts with multiple violations risk losing their eligibility for gambling certifications altogether.

In Croatia, however, Google has chosen a more radical path by removing the promotional category instead of just raising the bar. This leaves affiliates with very few options for paid acquisition in the region. The government's ban on celebrities in gambling campaigns further limits how brands can build trust, forcing them to rely on basic corporate identifiers like logos during permitted sponsorship activities.

Why it matters for German players

For players in Germany, this development highlights the growing trend of strict gambling regulation across the European Union. While the changes in Croatia do not affect German Google search results, the German Interstate Treaty on Gambling 2021 (GlüStV 2021) already imposes similar constraints. The German regulator (GGL) strictly monitors advertising to ensure it only promotes whitelisted operators.

German players benefit from protection measures such as the 1,000 Euro monthly deposit limit (LUGAS) and the 1 Euro maximum stake per spin on virtual slots. The Croatian situation serves as a reminder that the EU is moving towards a much more controlled digital advertising environment for all forms of gambling.

What it means for GGL-licensed casinos

Casinos licensed by the GGL must take note of these international trends. As tech giants like Google become more proactive in enforcing local bans, the importance of maintaining a compliant and clean advertising record increases. The Croatian model of limiting sponsorships to logos without any "call to gamble" could potentially be considered by other regulators looking to tighten the screws on the industry.

For now, German-licensed operators remain safe as long as they follow GGL guidelines, but the removal of affiliate channels in other EU markets suggests that operators should diversify their marketing strategies beyond traditional paid search and affiliate partnerships.