Google will prohibit the promotion of online gambling content directed at audiences in Croatia across its advertising services, effective October 7, 2026.
The company confirmed the change through an update to the country-specific terms for Croatia within its Gambling and Games policy for Google Ads.
Starting on that date, Google will revoke all existing certifications held by advertisers of online gambling content in Croatia and will stop accepting new certification applications for the category. The update does not extend to offline gambling, which the policy notice states “will not be affected.”
Google’s notice reads:
“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 change is expected to affect affiliate websites and media portals that rely on paid Google advertising to direct users toward gambling operators. Google has stated that the update to its Croatian ad terms was made independently of restrictions the Croatian government has placed on gambling advertising over the past year.
Croatia’s advertising restrictions took effect in January
Croatia’s HDZ-led government introduced a broad set of limits on gambling advertising beginning January 1, 2026. The rules bar online, television and radio gambling advertising between 6 a.m. and 11 p.m., and prohibit gambling advertising in print media and in publicly visible spaces such as billboards.
Digital publications are barred from linking directly to gambling operators, and promotions involving bonuses, free spins or similar incentives may appear only on an operator’s own website.
The government also banned celebrities and media personalities from appearing in gambling campaigns and prohibited social media influencers from promoting or livestreaming gambling content.
Sponsorship remains allowed, but only to display an operator’s corporate name, logo and recognizable brand marks, without calls to gamble or references to promotional offers. All permitted advertising must carry warnings that gambling can cause addiction and that participation by minors is prohibited.
The law includes limited exemptions for specified low-risk lottery products, as set out in Croatia’s amended Gambling Act.
Kalshi partnership with football federation raises questions
Enforcement of the advertising rules has drawn scrutiny from Croatian media outlets after the Croatia Football Federation (HNS) announced a partnership in June with Kalshi, a US-based prediction markets operator.
The federation promoted the Kalshi brand across its social media channels as part of a campaign featuring Croatian football figure Luka Modric.
Local outlets have questioned why no government agency has moved to cancel the HNS-Kalshi partnership, noting that prediction markets remain an unregulated area in Croatia.