Google has introduced a significant policy change that bans third‑party affiliates and comparison platforms from advertising horse racing betting sites in the United States. Effective immediately, aggregators promoting multiple operators will no longer be permitted to use Google’s paid channels.
Affiliate Platforms Blocked
Under the updated rules:
- All existing certifications for horse racing affiliates are revoked.
- No new certification applications will be accepted.
- Licensed betting operators may continue advertising their horse racing products, but non‑wagering referral businesses are excluded entirely.
This distinction sharply limits the role of affiliate portals, which traditionally rely on Google Ads to drive traffic through odds comparisons, sign‑up bonuses, and track information.
Impact on the Affiliate Sector
The consequences are immediate and severe:
- Racing‑focused portals lose access to paid traffic.
- Businesses must pivot toward organic search, content partnerships, or alternative channels.
- Smaller publishers with limited resources may struggle to adapt, leading to potential market consolidation or exit.
Google’s documentation leaves no ambiguity: any aggregator attempting to run promotional campaigns will be in direct violation of platform rules and subject to penalties.
Licensed Operators Unaffected
Importantly, the ban does not apply to licensed pari‑mutuel wagering platforms operating legally under state law. These operators may continue advertising, provided they comply with Google’s responsible‑gambling disclosure standards. This ensures established brands retain visibility while affiliates are excluded.
Broader Policy Context
The move reflects Google’s ongoing refinement of its gambling advertising policies worldwide:
- In November, the company banned offline gambling promotions in countries where local law prohibits them.
- Sweepstakes‑style casinos faced new restrictions, closing off a popular workaround.
With no adjustment period offered, smaller affiliate publishers face limited options to survive in the new landscape. Whether this drives consolidation, migration to other verticals, or a deeper reliance on content strategies remains uncertain.
