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Google will stop gambling affiliate and comparison sites from advertising to users in Croatia from October 7, while licensed operators can continue promoting their own gambling products.
The change targets what Google calls online gambling promoting content. Existing certifications covering that category will be revoked on the same date, and Google will stop accepting new applications.
Good to Know
- Google will prohibit online gambling promoting content targeting Croatia from October 7.
- Affiliate and comparison sites fall under that category.
- Licensed gambling operators remain eligible to advertise their own products under separate Google Ads rules.
Gambling Affiliates Lose Paid Google Access
Google separates direct gambling operators from third party sites that promote gambling services.
Its gambling policy defines gambling promoting content as material that encourages participation in gambling or requires authorization under local law. Google currently limits the category mainly to aggregator and affiliate sites that compare or provide information about gambling operators.
Those websites cannot offer gambling themselves or promote gambling products that fail to meet local licensing requirements.
From October 7, none of them will be eligible for Google Ads campaigns targeting Croatia. All current certifications will end automatically.
Operator advertising sits in a separate category. Google specifically says promotion of online gambling will not be affected by the update.
That leaves licensed casino and sports betting operators able to use Google Ads in Croatia, provided they meet local licensing and Google certification requirements.
Croatia Already Limits Gambling Advertising
The Google change arrives after Croatia introduced tighter national gambling marketing rules.
Amendments published in April 2025 prohibit gambling advertising across internet, audiovisual, radio and electronic publication channels between 06:00 and 23:00. Print advertising is banned, while electronic publications cannot include links directing users to gambling operator websites.
The same rules restrict bonus and free spin advertising to operator websites and prohibit advertising aimed at children and young people. Low risk lottery products receive limited exemptions.
The combination leaves gambling affiliates with fewer paid acquisition options in Croatia.
Comparison and information sites will need to rely more heavily on organic search, direct traffic and non Google acquisition channels, while licensed operators retain access to paid Google campaigns within the limits of Croatian law.
Google posted the policy update on September 9 without giving a reason for the Croatia change.
The post Google Ads Bans Gambling Affiliate Promotion in Croatia From October 7 appeared first on iGaming.org.