Google Policy Change Halts Horse Racing Gambling Ads Across the U.S.

Google has taken another sharp step in reshaping gambling advertising across the United States. A new update to its policy has removed all paid promotion for horse racing content from affiliates, comparison platforms and media partners, leaving many businesses scrambling to adjust.

Good to Know

• All certifications for horse racing aggregators in the U.S. have been revoked
• Licensed pari-mutuel operators may still advertise if they meet all disclosure rules
• Google Ads removal took effect without advance notice

Google Cuts Off Horse Racing Ads From Affiliates

Under the updated rule published in Google Advertising Policies Help Centre, the company stated that all existing approvals for horse racing aggregators are cancelled and new applications will no longer be processed. The change arrived on 1 December 2025 and immediately shut down paid campaigns for tipsters, comparison sites and other third-party promoters.

Licensed wagering operators remain unaffected as long as they comply with state laws and responsible gambling requirements. Google again clarified that the English version of the policy is the final reference point for enforcement.

Policy Tightening Mirrors Wider Pressure on Gambling Ads

Google has been revising its gambling framework throughout 2025. Earlier in the year, the company added stricter verification for approved gambling advertisers and increased oversight of affiliate content due to concerns about misleading promotions and unclear referral schemes.

Sweepstakes casinos also received new treatment in 2025. Google moved them under real-money gambling rules following questions about dual-currency systems, then updated its guidance in October with direct language stating these products are not social casinos.

The policy shift aligns with rising scrutiny in the U.S. market. On 30 September, a federal judge in California ruled that lawsuits against Apple, Google and Meta over casino-style apps may proceed, saying Section 230 protections did not fully apply because the claims stretched beyond content hosting.

Impact on Affiliates and Licensed Operators

For affiliates, the latest restriction is a major blow. Many rely on Google Ads to drive traffic to betting platforms in exchange for commission. With certification eliminated, these groups must pivot to organic search growth or explore markets with friendlier rules.

Licensed operators may gain a slight advantage as ad competition thins. Analysts believe established brands could see cleaner visibility in search results, while smaller intermediaries struggle to replace lost traffic.

Outside the United States, Google has also broadened restrictions on offline gambling promotion, now applying limits in 42 countries, including Algeria, Djibouti, Egypt, Libya, Morocco, Sudan and Tunisia. The company says the expansion aligns with compliance obligations and aims to curb unauthorised marketing of physical gambling venues.