The updated Google Ads Gambling and Games policy, which took effect on 1 December, prohibits any promotion of online horse race betting when it comes from aggregators, tipster platforms, or third-party promoters.
The update was published directly in Google’s policy changelog, and the company began enforcing it immediately.
Under the revised rules, Google will block ads that direct users to US-facing comparison sites or affiliate-style pages promoting online racebooks.
At the same time, it has cancelled all existing certifications previously granted to horse racing aggregators and shut down the pathway for new applicants.
This shift places the onus on affiliates that relied heavily on paid traffic to rethink their acquisition strategies, as they are now excluded across search, display, and video inventory.
The new policy draws a deliberate distinction between affiliates and licenced operators.
While comparison-style promotion is no longer permitted, Google will continue to allow advertising from licensed US operators that promote their own horse racing products.
These operators must still obtain gambling certification, comply with age restrictions, and follow responsible gambling requirements.
That stipulation maintains visibility for established racebooks and major sportsbook operators, though it removes a marketing layer many have used to broaden customer reach.
Google continues ongoing ad policy reforms
Google has not issued a detailed public rationale for the change.
However, the latest move reflects Google’s intent to eschew higher-risk, referral-driven advertising models and reinforce accountability by keeping marketing closer to licensed operators.
Its short policy notice offered no commentary, yet the update aligns with a broader pattern in which the company has tightened gambling rules throughout 2024 and 2025.
During this period, Google refined definitions, heightened documentation standards, and expanded country-specific limitations.
It raised certification thresholds for advertisers, including affiliates, and in October reclassified sweepstakes casinos as gambling rather than social gaming.
The updated restrictions apply to all Google Ads campaigns targeting users in the US, covering search results, display placements, and video content.
Certain formats, such as Gmail and Shopping ads, were already restricted for gambling-related promotion and remain unavailable.
For now, the change affects only the US market. However, Google’s gambling policy is structured around country-level criteria that are frequently revised.
This past March, Google expanded its allowance for online horse racing ads in Idaho, Iowa, Louisiana, North Carolina, Vermont, and Washington, permitting such advertising only from state-authorised entities.
Advertisers must obtain certification to operate in those states, with applications opening simultaneously with the policy update.
Dingnews.com 05/12/2025