Google has expanded its compliance requirements for gambling advertisers worldwide while preparing a separate restriction that will end online gambling promotions through Google Ads in Croatia from October 7, 2026.
The broader certification changes took effect on September 14 after Google notified advertisers in June that it would strengthen its Gambling and Games Policy. The update extends measures introduced in March 2026, when advertisers in selected gambling markets had to demonstrate a “strong record of compliance before becoming eligible for certification”.
The requirement now applies to every category covered by the policy. Google states: “Starting September 14, 2026, all gambling and games advertisers must demonstrate good policy health.”
Certification Rules Extend to All Advertisers
Applicants seeking gambling advertising certification must directly own and control the domain submitted to Google. Websites using free subdomains no longer qualify, while applications involving standalone domains unrelated to gambling will also be rejected.
Google has also tightened its rules for Manager Accounts, or MCCs, which agencies and other third parties use to manage multiple advertiser accounts.
The company 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.”
Existing certifications connected to an offending MCC may therefore also face removal. The changes place greater responsibility on advertisers and marketing agencies to track the compliance history of accounts operating under their management.
Google has also reminded advertisers that “the English-language version of the policy remains the official text” for compliance assessments and enforcement decisions.
Croatia Ban Takes Effect in October
Google will apply a stricter country-specific measure in Croatia from October 7. Affiliates and media platforms will no longer be able to use Google Ads to promote online gambling content to Croatian audiences.
Google will revoke existing certifications for online gambling promotional content targeting Croatia and stop accepting new applications.
The notice states:
“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 measure is expected to affect affiliate websites and media outlets that use paid advertising to direct users toward gambling operators.
Croatia had already introduced extensive gambling advertising restrictions from January 1, 2026. Online, television and radio gambling advertising is prohibited between 6am and 11pm, while advertising is also restricted in print media and publicly visible spaces such as billboards.
Digital publications cannot include links directing readers to gambling operators. Promotions involving bonuses and free spins may appear only on operators’ own websites. Croatia has also prohibited celebrities and media personalities from appearing in gambling campaigns and banned social-media influencers from promoting or livestreaming gambling.
Sponsorship remains allowed under limited conditions involving corporate names, logos and recognisable brand marks. Permitted advertising must include warnings about gambling addiction and underage participation.
Google said its Croatian policy change was made independently of the government’s advertising restrictions.
Questions over enforcement have also emerged following the Croatia Football Federation’s partnership with US prediction markets operator Kalshi. The federation promoted Kalshi through its social-media channels in a campaign featuring Luka Modric, while Croatian media questioned why authorities had not acted against the arrangement as prediction markets remain an unregulated area in the country.
Google Faces Wider Regulatory Scrutiny
Google’s policy changes come as European authorities continue examining its responsibilities for gambling advertising.
In July, the Court of Justice of the European Union ruled that Google could not automatically rely on intermediary liability protections for gambling content uploaded to YouTube by commercial partners. The case involved a €750,000 fine issued by Italy’s AGCOM over online gambling videos that breached the country’s Dignity Decree.
Authorities in Spain, Belgium, France and the Netherlands have also raised concerns about Google’s advertising responsibilities.
Google has pointed to its enforcement activity as evidence of stronger safeguards. Its 2025 Ads Safety Report showed that the company blocked or removed approximately 270.7 million gambling and gaming advertisements and restricted another 123.9 million.
Source:
Google sets unbreakable rules for all gambling advertisers, sbcnews.co.uk, September 15, 2026.
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