RacingBetter News
	Tuesday 16th December 2025

Google Introduces a Ban on Affiliate Horse Racing Betting Ads in the US and Changes the Market Landscape

The sudden update to Google Ads policy has sparked a storm of discussion among gambling industry professionals in the US. Starting December 1, 2025, the company officially bans the promotion of online horse racing betting through affiliates and partner sites. What does this mean for operators, affiliate platforms, and the future of the entire online gambling market in America? What changes threaten traditional promotion strategies, and how should industry players respond to such sharp adjustments in the rules?

The essence of the changes in Google’s policy

The update to Google Ads policy for the US comes into effect in December 2025, as stated in the company’s changelog. According to the new rules, advertisements aimed at promoting online horse racing betting through affiliate resources become unacceptable. The ban covers aggregator sites, tipster portals, comparison services, and any resources that act as intermediaries between users and official betting operators.

Affiliates are independent sites or individual entrepreneurs who attract clients to gambling operators for a commission. They often use their own platforms, blogs, forums, or aggregation systems to send visitors via referral links. Their business model is based on partnership programs, where rewards are paid for bringing in new players or for the volume of their bets.

Previously, Google allowed gambling ads for certified operators and affiliates, but imposed strict requirements for documentation, age filters, and compliance with national laws. The new update puts an end to affiliate schemes for promoting horse racing in search, display, and video ads throughout the US. Gmail and Shopping ad formats were closed to gambling even earlier and remain inaccessible.

Who is affected by the new ban

The changes apply to all affiliate and partner sites promoting online horse racing betting to users from the US. At the same time, Google is revoking all previously issued certificates for “horse racing aggregators” and stops accepting new certification applications from such portals. This measure deprives affiliates of access to the largest advertising ecosystem and forces them to look for alternative ways to attract an audience.

Nevertheless, licensed operators — for example, major bookmakers with permission from US regulators — retain the ability to place direct ads for their products. For them, it is important to comply with current requirements: Google certification is mandatory, license confirmation, compliance with age restrictions, and responsible gaming standards. These criteria were tightened in previous policy updates and remain in force for direct advertisers.

In fact, the doors of Google Ads are closing only for intermediaries and affiliates, while operators are given the opportunity to independently build relationships with their audience. This approach shifts the balance of power towards large brands with sufficient resources to handle advertising on their own.

Exceptions for operators and advertising conditions

Google clearly distinguishes affiliate channels from direct operator advertising. If a company operates directly, holds a valid license, and passes certification, it has the right to continue promoting its own horse racing betting services in the US. The necessary conditions include:

• Having a valid gambling license from an American regulator

• Completing Google’s certification procedure

• Implementing access restriction tools for minors, age verification

• Adhering to responsible gambling principles, including informing about risks

For all other market participants operating under partnership or referral schemes, access to the platform’s advertising opportunities is terminated.

Reasons and context for the changes

Why did Google focus specifically on affiliates in the horse racing industry? Over the past years, starting from 2024, the company has systematically tightened the rules for gambling advertising, as confirmed by publications and analytics from leading industry media (Gambling Insider, EGR Global). Measures include clarifying definitions, introducing additional country filters, and raising certification requirements for advertisers and affiliates.

In October 2024, Google changed the classification of so-called sweepstakes casinos, moving them from the social category to full-fledged gambling, responding to regulatory pressure regarding dual currency issues. Experts, such as analysts from H2 Gambling Capital, believe that the motives for tightening are related to attempts to increase market transparency, reduce risks for users, and simplify interaction with verified operators.

The American market has traditionally been under strict control from regulators, which forced advertising platforms to adjust their strategies and strengthen the filtering of partner traffic.

Market reaction and possible consequences

The first responses from the industry show concern among affiliates and horse racing aggregators. Many market representatives, quoted in Gambling Insider, note that the loss of a key traffic acquisition channel will require a complete overhaul of marketing strategies. Decreased revenue, reduced audience, and increased competition for direct partnerships are the main risks already being discussed at forums and industry events.

At the same time, for operator brands, there is an opportunity to strengthen their own presence and increase audience trust through direct communication. The main question is whether affiliates will be able to find new workarounds or if they will have to completely change their business model.

Strategies and recommendations for affiliates

For industry partners after the Google Ads ban in the US, experts suggest the following courses of action:

• Focus on other national markets with less strict regulation

• Shift efforts to alternative advertising channels, such as social networks or forums

• Develop their own informational or thematic resources to retain their audience

• Move to direct partnerships with operators, bypassing traditional affiliate programs

In the context of stricter advertising rules, it becomes more important for affiliates not so much to attract traffic through paid channels as to build trust and inform the audience. That is why the role of quality content and independent reviews is increasing.

Some representatives of the iGaming segment are already betting on analytical resources, where users can understand the offers without direct advertising. While preparing this article, we sent a request to popular gambling-themed sites to learn their position on this issue. Visit casinosbonusca.com, which has collected online casino reviews, we decided to talk to their authors. They told us that under Google’s restrictions, the main focus is increasingly shifting from aggressive traffic acquisition to explaining rules, conditions, and risks for users.

The market advises closely monitoring Google policy updates and staying in touch with professional associations to quickly respond to new challenges.

Prospects and expectations for further Google steps

The ban on affiliate horse racing advertising currently applies only to the US market. In other countries, similar changes have not been introduced, however, Google Ads policy is traditionally revised taking into account local specifics and pressure from authorities. Market participants note that the lack of detailed official comments from Google leaves room for uncertainty and requires increased attention to every new update.

Experts advise regularly studying Google’s changelog, subscribing to industry media news, and exchanging experiences within the professional community.

Gambling and advertising regulation in the US

The American gambling advertising market is under close scrutiny from federal and regional regulators. Unlike a number of European countries, the US has separate laws in each state, and the requirements for licensing, age restrictions, and responsible gaming principles are stricter. For example, the promotion of gambling products is often allowed only with a special permit and additional filters by age and user geography.

This makes advertising campaigns in the US one of the most challenging areas in the global gambling industry — any changes in the policies of major platforms instantly affect the revenues and strategies of all market participants.

How will the situation develop further? This question remains open, but it is clear that market participants should already prepare for new realities and look for sustainable ways of operating in a changing environment.