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From 7 October, Google will stop affiliates and media outlets from using its ad services to promote gambling content in Croatia.
The company confirmed the change by updating its country‑specific terms last Wednesday, making clear that all existing certifications for gambling advertisers will be revoked and no new applications will be accepted.
In its notice, Google stated: “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.
All existing certifications for advertisers of content promoting online gambling will be revoked, and applications for these certifications will no longer be accepted.”
The move is expected to hit affiliate websites and media portals that rely on paid advertising to direct users toward gambling platforms. It also comes against the backdrop of Croatia’s own restrictions.
Croatia tightens gambling advertising laws
Since January 2026, the government has tightened rules on gambling advertising, banning promotions across television, radio, print, and public spaces during most hours of the day. Online publications cannot link to operators, while bonuses and free spins are limited to operators’ own sites.
Further measures include prohibiting celebrities and influencers from appearing in gambling campaigns, while sponsorships are allowed only in a stripped‑down form, displaying a company’s name or logo without promotional calls.
All permitted advertising must carry warnings about addiction risks and the ban on underage participation. Limited exemptions apply only to certain lottery products under the amended Gambling Act.
Critics continue to hit back at lapses in regulations
Despite these heavy restrictions, there have been calls for more. Earlier in March, lawmakers Božo Petrov and Marin Miletić argued that the 2025 gambling law still left minors exposed.
They pointed to loopholes that let operators shift marketing into sports sponsorships, keeping betting logos visible on jerseys and at public events. Both senators warned that this normalises gambling for young audiences.
They also criticised weak enforcement of the self‑exclusion register, saying some operators ignore rules meant to protect problem gamblers. The Most party has since demanded urgent changes, calling for a ban on hidden advertising through sponsorships and stronger oversight.
More recently, the Croatia Football Federation (HNS) have also come under fire after announcing a partnership in June with US prediction markets operator Kalshi. The deal was promoted widely across HNS social media channels and featured Croatian football legend Luka Modrić as part of the campaign.
According to SBC News, local media questioned why regulators failed to intervene, noting that prediction markets remain an unregulated grey area in Croatia.
The partnership, they argued, undermines the government’s strict advertising rules by allowing gambling‑related branding to reach the public through sport.
