Google is introducing a new policy starting December 1, 2025, that bans third-party affiliates and comparison websites promoting multiple horse racing betting platforms from purchasing ads through its paid channels in the U.S. This change targets aggregators who redirect users to betting sites without taking bets themselves. Existing certifications for such affiliates will be revoked, and no new ones granted, effectively excluding them from Google’s paid search advertising. Licensed horse racing operators that accept wagers can continue advertising, provided they comply with responsible gambling disclosures.

The policy significantly impacts affiliates who rely on Google Ads to attract bettors, forcing many to pivot toward organic marketing strategies or risk going out of business. Google’s move is part of a broader effort to tighten gambling ad regulations globally, closing loopholes and enforcing stricter controls. Smaller affiliates with limited budgets face immediate challenges due to the lack of a grace period, potentially leading to industry consolidation or shifts in business focus. Licensed operators, however, retain their ability to advertise legally and maintain market presence under the new rules.