Google Closes the Door on Horse Racing Aggregator Ads in the US

Google has taken a firm stance against online horse racing advertisers in the United States, rolling out a policy change that effectively bars third-party affiliates and comparison platforms from buying ads tied to the sport. Starting from December 1, 2025, Google will no longer allow aggregators promoting various horse racing betting sites to use its paid channels.

Affiliate Platforms Must Adjust Swiftly

According to Google’s updated rules, existing certifications of horse racing affiliates will be canceled, and no new applications will be accepted. The platform is making a narrow but impactful distinction: While licensed betting operators can continue advertising their horse racing products, any business that only directs users to the betting sites without taking actual wagers will be shut out of paid search entirely.

All existing certifications for horse racing aggregators will be revoked, and applications for certification for online gambling promoting content for horse racing will no longer be accepted.

Google advertising policies update

The impact on the affiliate sector is immediate and severe. Most racing-focused portals rely heavily on Google Ads to attract bettors looking for odds, sign-up bonuses, or track information. Without access to paid traffic, such businesses must now reevaluate their entire strategy. Some may pivot toward organic search, others may focus on content and media partnerships, while a portion of the market is likely to vanish completely.

Google’s documentation leaves little room for interpretation. The company is adamant that there will be no more certifications for horse racing aggregators as a category. With the policy already in effect, any such advertiser that tries to run promotional campaigns will be in direct violation of platform rules and liable for significant punishments.

Google Continues to Refine Its Gambling Advertising Guidelines

Notably, the move does not affect licensed operators offering pari-mutuel wagering. Horse racing betting platforms legally operating under state law may continue to advertise their services as usual, provided they maintain their licenses and comply with Google’s usual responsible-gambling disclosure standards. This distinction ensures that established betting brands retain visibility.

This latest change aligns with Google’s ongoing refinement of its gambling-related policies. Over the last two years, the company has gradually tightened its grip on gambling-related advertising worldwide. In November, Google banned offline gambling promotions in dozens of countries where local law prohibits them. Sweepstakes-style casinos also faced harsh restrictions, removing a once-popular workaround.

The timing of this update is also striking, as there is no adjustment period. Smaller publishers with limited marketing resources face few opportunities to adapt, potentially pushing them out of the market. Whether that leads to consolidation, migration to other verticals, or a deeper focus on content rather than advertising remains to be seen.