TLDR
- Google will stop allowing gambling ad promotion in Croatia starting October 7, 2026.
- All existing gambling advertiser certifications will be revoked, and no new applications will be accepted.
- The change follows Croatia’s own tightened gambling advertising laws that began in January 2026.
- Lawmakers say current rules still leave loopholes, particularly around sports sponsorships.
- The Croatia Football Federation’s partnership with Kalshi has drawn criticism over gambling-style branding.
Google will stop letting affiliates and media outlets use its ad services to promote gambling content in Croatia. The change takes effect on October 7, 2026.
The company confirmed the update by revising its country-specific terms last Wednesday. All existing certifications for gambling advertisers will be revoked once the new policy begins.
Google also said it will not accept new applications for these certifications going forward. The announcement applies specifically to online gambling content targeting Croatia.
In its notice, Google stated that all promotion of online gambling content aimed at Croatia will be prohibited starting on the deadline date. Existing certified advertisers will lose their status automatically.
The policy shift is expected to affect affiliate websites and media portals. Many of these sites rely on paid advertising to direct users toward gambling platforms.
Croatia tightens gambling advertising laws
Croatia has been tightening its own gambling advertising rules since January 2026. The government banned gambling promotions across television, radio, print, and public spaces during most hours of the day.
Online publications are also barred from linking directly to gambling operators. Bonuses and free spins can only be advertised on an operator’s own website.
The rules go further by banning celebrities and influencers from appearing in gambling campaigns. Sponsorships are still allowed, but only in a limited form showing a company name or logo without any promotional message.
Any advertising that is still permitted must include warnings about addiction risks. It must also state that underage participation is not allowed.
Some exemptions exist for certain lottery products under the amended Gambling Act. These are the only exceptions to the broader restrictions.
Critics highlight gaps in enforcement
Despite the tighter rules, some lawmakers say more needs to be done. In March, lawmakers Božo Petrov and Marin Miletić argued that the 2025 gambling law still leaves minors exposed to gambling marketing.
They pointed to loopholes that allow operators to shift their marketing into sports sponsorships. Betting logos can still appear on jerseys and at public events under this approach.
Both lawmakers said this practice normalizes gambling for younger audiences. They also criticized weak enforcement of the self-exclusion register meant to protect problem gamblers.
The Most party has called for a ban on hidden advertising through sponsorships. It is also asking for stronger regulatory oversight.
The Croatia Football Federation has faced its own criticism after announcing a partnership with US prediction markets operator Kalshi in June. The deal was promoted across HNS social media channels and featured former Croatian footballer Luka Modrić.
Local media have questioned why regulators did not intervene in the partnership. Prediction markets currently sit in an unregulated gray area in Croatia, according to SBC News.
Critics argue the partnership allows gambling-related branding to reach the public through sports, working against the government’s advertising restrictions.
