Google has implemented another significant restriction on gambling-related advertising in the United States, this time targeting horse racing affiliates and comparison sites.
Effective December 1, 2025, the tech giant’s updated “Gambling and Games” policy explicitly prohibits ads that promote online horse racing betting through aggregators or third-party promoters.
The policy change, which took immediate effect upon publication, means that affiliate sites, tipster portals, and comparison pages can no longer use Google Ads, including Search, Display, and Video campaigns, to drive traffic to racebooks.
Google is concurrently revoking existing certifications for “horse racing aggregators” and will not accept new applications from similar entities. This effectively cuts off a major marketing channel for affiliates, even those directing users to fully licensed and legal wagering platforms.
However, Google has carved out a clear exception for operators. Licensed online gambling operators may continue to run direct advertisements for their own horse racing products, provided they possess the necessary state certifications and adhere to responsible gambling and age-gating protocols.
This distinction reinforces Google’s preference for direct operator accountability over third-party referral models.
While Google has not issued a detailed statement explaining the rationale behind the move, analysts view it as part of a broader trend of tightening restrictions on the platform. Throughout 2024 and 2025, Google has steadily raised the bar for gambling advertisers, including a notable reclassification of sweepstakes casinos as gambling products earlier this year.
This latest update aligns with efforts to reduce exposure to high-risk, referral-based marketing models in sensitive sectors.
For now, the ban is specific to the US market and does not affect other jurisdictions, though Google’s policies are frequently reviewed and updated on a country-by-country basis. Affiliates operating in the space are advised to brace for continued scrutiny as platforms prioritize direct relationships with regulated entities.
