Google Bans Horse Racing Affiliate Ads in the US

Google’s New Policy on Horse Racing Affiliate Ads

Google has implemented a strict new policy affecting online horse racing advertisers in the United States. Starting December 1, 2025, third-party affiliates and comparison websites that promote multiple horse racing betting platforms will no longer be permitted to purchase ads through Google’s paid channels. This move aims to restrict advertising by aggregators who do not take actual bets but redirect users to betting sites.

Immediate Impact on Affiliate Marketing Platforms

Under the updated regulations, all current certifications for horse racing affiliates will be revoked and no new certifications will be granted. Licensed betting operators who accept wagers can continue advertising their services, but businesses that merely send traffic to betting platforms without handling bets themselves will be excluded from paid search advertising on Google.

This change has a profound and rapid effect on affiliates specializing in horse racing. Many rely heavily on Google Ads to attract bettors seeking odds, bonuses, or race information. With paid advertising avenues closed, these affiliates must rethink their marketing strategies, possibly shifting to organic search techniques, content creation, or media collaborations. Unfortunately, some may not survive the transition.

Google clearly states that no new certifications for horse racing aggregators will be accepted, and advertisers violating these guidelines risk penalties, including the suspension of promotional campaigns.

Clarification on Licensed Operators and Advertising Rules

The updated policy does not apply to licensed horse racing betting operators conducting pari-mutuel wagering. Licensed companies operating within the law can continue their advertising efforts, provided they adhere to Google’s responsible gambling disclosure requirements. This ensures that established and licensed betting sites maintain their promotional presence.

This policy adjustment is part of Google’s broader strategy to tighten control over gambling-related advertisements worldwide. In recent years, Google has prohibited offline gambling promotions in many countries and imposed strict rules on sweepstakes-style casino ads, limiting loopholes that operators once used.

The immediate enforcement with no grace period creates challenges for smaller affiliates with limited marketing budgets. These entities will need to adapt quickly or risk losing market presence, which could result in industry consolidation, shifting focus to content, or moving into new business areas.