Google Tightens Gambling Ad Access as Croatia Ban Approaches

Google has widened the compliance checks attached to gambling advertising across its advertising network, bringing every category within its Gambling and Games Policy under certification requirements introduced earlier this year. The expanded system took effect on September 14, 2026.

The company first added a compliance-history condition in March for advertisers operating in selected gambling markets. Applicants covered by those initial measures needed to demonstrate a “strong record of compliance before becoming eligible for certification”. Google then informed advertisers in June that the requirement would apply throughout the policy from September.

That broader standard has now entered force. Google states: “Starting September 14, 2026, all gambling and games advertisers must demonstrate good policy health.”

The new framework also increases the significance of previous violations when Google considers applications from businesses and the account structures used to manage their advertising.

Compliance Records Now Affect Certification Access

Manager Accounts, commonly referred to as MCCs, receive particular attention under the revised rules. Agencies and other third parties use these accounts to oversee advertising activity for multiple clients, including companies promoting gambling products or services.

Google can prevent an MCC from seeking additional online gambling certificates when its record shows repeated certificate losses or recurring violations among accounts under its management.

The policy states:

“Manager Accounts (MCCs) with repeated online gambling certificate revocations, or accounts under MCC management that are repeatedly flagged for gambling violations while using a certificate, will forfeit eligibility to apply for any new online gambling certificates and may have existing certifications revoked.”

The consequences can therefore extend beyond a single application. Google may withdraw certifications that already exist when the account-management history meets the conditions described in the policy.

The September update also reinforces requirements concerning the websites submitted during certification. Applicants must directly own and control those domains. A website hosted through a free-of-charge subdomain does not qualify, while Google will also reject standalone domains unrelated to gambling.

These conditions already appeared in the certification application process and have now been reiterated as part of the expanded requirements. Google has also told gambling advertisers that “the English-language version of the policy remains the official text” when the company determines compliance and applies sanctions.

Croatia Will Lose Online Gambling Ad Certification

A further change affecting Croatia will follow less than a month after the wider certification update. Beginning October 7, Google will stop allowing online gambling promotional content aimed at Croatian audiences through its advertising services.

Its country-specific notice says:

“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.”

Advertisers that currently hold relevant certifications will lose them when the change becomes effective. Google will also close the application process for businesses seeking new certification to promote online gambling content in Croatia.

Affiliate websites and media platforms using paid advertising to direct audiences toward gambling operators are expected to fall within the scope of the restriction.

Google has maintained that its decision concerning advertising services in Croatia was made independently of the country’s own changes to gambling advertising rules.

Croatia introduced extensive restrictions from January 1, 2026. A watershed prevents gambling advertising online and through television or radio between 6am and 11pm. Print advertising is prohibited, as are gambling promotions in publicly visible locations such as billboards.

Digital publications cannot provide links that send readers to gambling operators. Bonus and free-spin promotions may appear only on an operator’s own website.

The rules also prevent celebrities and media personalities from appearing in gambling campaigns. Social-media influencers cannot promote gambling or livestream gambling activity.

Sponsorship remains possible within defined limits. Operators can display corporate branding, including names and logos or other recognisable brand marks, without calls to gamble or references to promotions. Permitted gambling advertisements must also include warnings concerning addiction and state that minors cannot participate. Certain low-risk lottery products have limited exemptions.

Croatian media have also questioned the enforcement environment following the Croatia Football Federation’s partnership with US prediction markets operator Kalshi, announced in June. The federation promoted the Kalshi brand through its social-media channels in a campaign involving Luka Modric. Media reports questioned why authorities had taken no action to cancel the partnership, with prediction markets remaining an unregulated grey area in Croatia.

European Authorities Continue Examining Google Ads

Google’s changes come during continuing European examination of its responsibilities for gambling-related advertising.

In July, the Court of Justice of the European Union ruled that Google could not automatically use intermediary liability protections in relation to gambling content uploaded to YouTube by commercial partners.

The proceedings concerned a €750,000 fine issued by Italy’s AGCOM over videos promoting online gambling. The content breached Italy’s Dignity Decree, legislation introduced in 2019 that prohibits gambling advertising and sponsorship across Italian media.

Advertising liability concerns involving Google have also emerged from authorities in Spain and Belgium, as well as France and the Netherlands.

At European level, authorities are considering the obligations digital advertising platforms have when serving large audiences. The European Council has pledged to examine Google advertising as part of a Safety by Design review focused on platform responsibilities and protection from illegal or harmful advertising content.

Google has pointed to the volume of advertising it already acts against. Figures in its 2025 Ads Safety Report show that approximately 270.7 million gambling and gaming advertisements were blocked or removed. Another 123.9 million were restricted.

The September policy expansion now makes compliance history relevant across all categories governed by Google’s Gambling and Games Policy. From October 7, advertisers targeting Croatia with online gambling promotions will face an additional country-specific prohibition that removes existing certifications and stops new applications.

Source:

Google Tightens Gambling Advertising Certification Worldwide, casinonewsdaily.com, September 16, 2026.