Google Bans Horse Racing Affiliate Ads Across the US Market

Google Blocks Horse Racing Affiliate Ads in the US

A new Google terms of service update effective 1 December bans horse racing aggregator sites, tipsters and third-party operators from using Google to promote online horse racing.

Key Facts

  • Google banned all horse racing affiliate sites and comparison ads effective immediately.
  • Existing certifications for racing aggregators were revoked, and new applications closed.
  • Licensed operators may still advertise their own racing product.
  • The move aligns with Google’s tightening of gambling rules ongoing since 2024.

Policy Change Targets Affiliates

Google’s latest update to its Gambling and Games policy removes horse racing affiliates from every major part of the ad network. Advertisers promoting racing through aggregators, tipster portals, or comparison sites can no longer target US consumers through search, display, or video.

Google has revoked all existing certifications, effective immediately, and shut the door on any new requests. This cut off a traffic source that many in the racing affiliate space have come to rely on.

Licensed Operators Still Have Access

Google drew a bright line between licensed racing operators and third-party promoters. Operators, such as sportsbook brands and major racebooks, may continue to advertise their own horse racing products, provided they hold the appropriate gambling certifications and adhere to responsible gaming policies.

But affiliate style advertising, even when pointing to fully licensed and compliant partners, is now strictly prohibited. This layer of affiliates has historically helped those operators reach new bettors and driven significant market revenue.

Google Shifts Gambling Policy

Google has made several key changes to its policies pertaining to gambling, both in the US and around the world, over the past two years, but it has seldom provided public reasoning. Quietly, it has raised documentation thresholds for gambling-related ads, and most recently reclassified sweepstakes casinos as gambling rather than social gaming.

Analysts say this move likely reflects a reduced appetite for the higher-risk referral-driven acquisition model, forcing operators to undertake more of their own marketing. That shift is expected to simplify compliance issues, especially in jurisdictions where the rules are changing rapidly.

US Market Only, For Now

Because the US market is the one most in flux from new regulations, Google started here and acted very quickly. However, it is noted that Google continually reviews and rolls out country-specific updates, so other jurisdictions are not completely off the hook as the company experiments with what works.

In several states, Google had earlier rolled out some expanded allowances for racing operators. Those slightly relaxed rules appear to have remained in place, but only for operators.

Impact on the Horse Racing Affiliate Ecosystem

The broader point is that Google did not eliminate horse racing ads, but rather gutted the affiliate ecosystem that had grown up around them. Licensed operators can still use all of Google’s toolbox for visibility, but those comparison sites and tipsters that at one time drove huge amounts of traffic have been eliminated.

For affiliates of all stripes, the December rule change is not a tweak; it is a major blow. Unless Google decides to change course, the era of paid traffic racing aggregators may be finished for good.