The restrictions will come into effect in October and will affect affiliate websites and media platforms.
Google will no longer allow affiliate and media platforms to use its ad services to publish gambling content or promotions to audiences in Croatia.
The restriction, which will be applied from 7 October, was confirmed via the tech giant updating its country-specific terms for Croatia of its Google Ad services.
From October, Google will revoke all existing Google Ad certifications for online gambling-promotional content in Croatia and will no longer accept new advertisers for online gambling.
The notice 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 7 October, 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 measure is expected to affect affiliate websites and media portals that use paid advertising to direct customers towards gambling platforms.
As of 1 January 2026, Croatia’s HDZ government has applied extensive restrictions on gambling advertising, including a watershed prohibiting online, television and radio advertising between 6am and 11pm.
Gambling advertising is also prohibited in print media and across publicly visible spaces, including billboards. Digital publications cannot include links directing readers to gambling operators, while promotions involving bonuses, free spins and similar incentives may appear only on operators’ own websites.
The government has additionally banned celebrities and media personalities from appearing in gambling campaigns and prohibited social media influencers from promoting or live streaming gambling.
Sponsorship remains permitted, but is limited to the display of an operator’s corporate name, logo and recognisable brand marks, without calls to gamble or references to promotions.
All permitted advertising must carry warnings that gambling can cause addiction and that participation by minors is prohibited. Limited exemptions apply to specified low-risk lottery products as detailed in the Official amended Croatian Gambling Act
Football Federation yet to explain Kalshi partnership
Google maintains that specific changes to its Croatian ad services were taken independently of the Croatian government’s imposing new restrictions on gambling advertising.
The enforcement of advertising restrictions has been called into question by Croatian outlets, as the Croatia Football Federation (HNS) recently announced a partnership in June with US prediction markets operator Kalshi.
The Kalshi brand was promoted across the social media assets of the HNS and to the general public in a campaign featuring Croatian football legend Luka Modric.
Media outlets called out why no government agency had moved to cancel the partnership of Kalshi as prediction partner of Croatian football, with many highlighting the predictions sector is an unregulated grey area in the Balkan nation. .
