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Google Ads will introduce a major change to its gambling and games policy in Croatia, with new restrictions taking effect on October 7, 2026.
From that date, the platform will no longer allow ads that promote online gambling and target Croatian users.
The platform will revoke existing certifications for affected advertisers and will no longer accept applications for new certifications.
Different rules for operators and affiliates
The update draws an important distinction between gambling operators and third-party websites.
Licensed operators will still be permitted to advertise their own gambling services, but affiliate and aggregator websites will lose access to Google Ads for campaigns promoting or comparing gambling services in Croatia.
Such sites will have to rely on organic search, direct visits or commercial arrangements with individual operators to attract users.
The policy change adds another layer to the country's already tighter approach to gambling advertising.
Amendments to the country's Gambling Act introduced in April 2025 placed further limits on advertising, including restrictions affecting certain media, public spaces and promotional incentives.
Online publications are also restricted from linking to gambling operators, while celebrity and influencer involvement faces limits.
What the change means for paid search
For affiliate businesses, the new restrictions could significantly alter established paid-search strategies.
A PPC casino campaign aimed at Croatian users may no longer be available to sites that compare or promote multiple gambling services. The same issue applies to PPC betting campaigns, particularly where third-party websites depend on paid traffic to reach potential customers.
Businesses working around Google Ads casino restrictions will need to reconsider their acquisition mix.
Google Ads casino campaigns operated directly by licensed gambling companies remain distinct from affiliate advertising, while PPC casino and PPC betting activity involving third-party sites face the clearest impact.
The change highlights the importance of understanding Google's gambling advertising requirements before allocating paid-search budgets.
