Starting October 7, 2026, Google Ads is banning ads for gambling-promoting content that target Croatia. The change hits affiliates: casino and sportsbook review sites, rankings, bonus comparison sites and other partner platforms. Existing certifications for this kind of advertising are being revoked, and new applications are no longer accepted. Industry media also report a similar ban on Microsoft Advertising (Bing), but we have not found official confirmation yet.
What exactly Google is banning
According to the Google Ads policy update, from October 7, 2026 Google will prohibit all promotion of "gambling-promoting content" targeting Croatia. All existing certifications for advertisers in this category will be revoked, and applications for them will no longer be accepted.
A key detail: in Google's terms, "gambling-promoting content" does not mean the casinos and sportsbooks themselves, but sites that talk about gambling and send users to operators: reviews, rankings, aggregators and bonus comparisons. Ads for licensed operators' own online gambling are not affected by this update, although operators still have to follow local law and Google's certification requirements.
Google stresses that it made the decision independently, but it coincides with Croatia's tighter regulation, described below.
What has applied in Croatia since January 1, 2026
Amendments to Croatia's Gambling Act have been in force since the start of the year. According to SBC News and Yogonet:
- gambling ads online, on TV and on radio are banned between 6am and 11pm;
- ads in print, on billboards and in public spaces are banned;
- digital publications may not include links to gambling operators;
- bonuses and free spins may only be promoted on operators' own websites;
- celebrities and influencers may not promote gambling, including gambling livestreams;
- all ads must carry an addiction warning and a ban on minors.
The rule on operator links in digital publications effectively targets the affiliate model, and Google's decision extends the same logic to paid advertising.
What about Microsoft Advertising and Bing
Several industry outlets reported on October 3 that Microsoft Advertising had also closed gambling promotion in Croatia for affiliate sites on Bing and the Microsoft network from October 1. At the time of publication we found neither an official Microsoft announcement nor any mention of Croatia in its public Gambling and Games policy. Treat this as unconfirmed: if you run Croatian traffic through Bing, check your campaign statuses and account notifications.
What this means for media buyers
If you work Croatian gambling through Google Ads as an affiliate, paid search for this GEO is closing for you. What to do before October 7:
- Pause campaigns targeting Croatia that point to review and affiliate sites. Policy violations accumulate on an account and can hurt your other campaigns; see our breakdown of Google Ads suspensions and linked accounts.
- Check multi-GEO campaigns. If Croatia is in your country list or in a "Europe" region, exclude it manually, otherwise your ads will keep serving there.
- Reallocate budget to GEOs where Google certification is still available to gambling affiliates, and check the current country list in Google's help center.
- Lean on organic traffic. If you run a content project for Croatia, SEO and direct deals with licensed operators remain a legal channel, keeping in mind the ban on operator links in digital publications, which is worth discussing with a lawyer.
- Work only with licensed brands. European regulators are tightening control at the platform level; we saw the same trend in Meta's licence checks in Switzerland and in Germany's black-market casino problem.
The bottom line: in Europe, paid gambling traffic is increasingly reserved for licensed operators themselves rather than affiliates. If you are just entering the vertical, start with our guide to launching Google Ads campaigns and pick GEOs with transparent rules.
FAQ
When does Google ban gambling ads in Croatia?
From October 7, 2026.
Who is affected?
Advertisers of "gambling-promoting content": affiliates, review sites, rankings, aggregators and comparison sites targeting Croatia. Their certifications are revoked and no new ones are issued.
Can operators with a Croatian licence still advertise on Google?
The update covers promoting content; ads for operators' own online gambling are not affected by it. Operators must still comply with Croatian law and Google's certification requirements.
Has Microsoft Advertising closed gambling in Croatia?
Industry media have reported it, but there was no official Microsoft confirmation at the time of publication.
What gambling ad restrictions apply in Croatia?
Since January 1, 2026: no gambling ads online, on TV or on radio between 6am and 11pm, no print or outdoor ads, no operator links in digital publications, bonuses only on operators' sites, and no celebrities or influencers.
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Sources: Google Ads Policy — Croatia update, SBC News, Yogonet, Casino Guardian. Microsoft Advertising information is based on industry media reports and is unconfirmed.