Google has significantly tightened its advertising policy regarding horse racing in the United States. Starting December 1, 2025, all affiliate and third-party gambling content promoting online horse racing will be prohibited across its ad network. This move is part of a broader tightening of gambling-related advertising policies, particularly concerning third-party marketing and affiliate-driven models.
Revocation of Certifications for Horse Racing Aggregators
The new restrictions, as outlined by Google, immediately revoke certifications for all existing horse racing aggregators. Additionally, no new applications for certification will be accepted for services promoting online horse racing through aggregation sites, comparison portals, or similar affiliate platforms. This is a major shift for companies that previously relied on Google Ads to drive traffic to their partners in the horse racing sector.
Google clarified in a statement, “All existing certifications for horse racing aggregators will be revoked, and applications for certification for online gambling promoting content for horse racing will no longer be accepted.” This marks a decisive change in the platform’s stance on gambling content, focusing on limiting third-party promotion, which has been a gray area in gambling advertising for years.
Licensed Operators Remain Unaffected
Notably, the policy change does not impact licensed online gambling operators. These companies, including major racebooks and sportsbooks authorized to offer horse race betting under state laws, will still be able to run Google Ads. However, they must comply with existing regulations, including responsible gambling disclosures and age-gating requirements. This distinction effectively separates licensed operators from the third-party affiliates that have been banned, allowing the former to continue their marketing efforts through Google’s advertising platform.
While these licensed operators can still advertise their horse racing offerings, the policy will reduce the ability of affiliates to indirectly promote these services, shifting the advertising landscape toward direct-to-consumer campaigns from authorized gambling companies.
Impact on Affiliates and the Broader Industry
For affiliates, the updated policy is a significant setback. Many affiliate websites, such as those offering horse racing tips and comparisons, have relied on Google Ads to generate traffic and revenue through commissions and referral fees. With the revocation of certifications for horse racing aggregators, these platforms must now reassess their marketing strategies. They may need to focus more on organic growth, diversify their traffic sources, or consider jurisdictions with more relaxed advertising rules.
The change also highlights Google’s broader push to limit the scope of gambling-related promotions through affiliates. This move follows other recent policy changes, including stricter documentation requirements for licensed gambling advertisers and additional scrutiny on affiliate content. Earlier in 2025, Google began monitoring affiliate marketing more closely due to concerns over misleading promotions and the risk of opaque referral models.
Global Context and Legal Developments
This policy shift comes amid increasing regulatory scrutiny of gambling advertising in the United States. Federal and state authorities have been focusing more on how gambling operators market their products, especially regarding third-party promotional practices. The recent wave of lawsuits accusing tech giants like Google, Apple, and Meta Platforms of promoting illegal gambling apps further underscores the pressure on these platforms to adopt stricter advertising guidelines.
Google’s decision to limit horse racing affiliate ads in the US also aligns with its global approach to gambling content. Recently, the company expanded restrictions on offline gambling ads to 42 countries, including several in Africa. This shows that Google is working to align its policies with local laws and regulations, curbing unauthorized promotion of gambling activities.
Meanwhile, in Europe, Google is facing legal challenges over gambling-related content on YouTube. The European Court of Justice is currently deliberating a case that could reshape the boundaries of platform liability for gambling ads, especially those hosted by content creators.
What’s Next for Gambling Advertisers?
The impact of this new policy on the US gambling landscape remains to be seen. While licensed operators may find themselves at an advantage in terms of streamlined marketing opportunities, smaller affiliates could struggle to adapt to the tighter controls. For the time being, this ban on horse racing aggregator ads is specific to the US market. However, given Google’s country-specific policy approach, further updates in other regions may follow, as the company continues to refine its gambling content guidelines.
As the digital advertising environment evolves, affiliates and operators must stay agile and ensure they comply with changing rules to maintain their competitive edge. For now, the focus remains on maintaining a clear line between licensed gambling operators and the third-party promoters who now face new hurdles in their advertising strategies.
Source:
Update to Gambling and Games Policy: USA (December 2025), support.google.com, December 1, 2025
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