Google has issued a major update to its U.S. Gambling and Games advertising policy, banning all horse racing gambling-promoting content from affiliates and aggregators as of 1 December 2025.
According to the revised policy published on Google’s Advertising Policies Help Centre, “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,” SiGMA News reported.
The change took effect immediately, forcing comparison sites, tipster platforms, and other third-party promoters to remove their Google Ads campaigns without warning.
The restriction does not apply to licensed operators. Companies authorised to provide online horse race wagering under U.S. state pari-mutuel betting laws may continue advertising on Google, provided they meet licensing and responsible gambling disclosure requirements. Google reiterated that the English-language version of the policy remains the binding standard.
The move is part of a broader tightening of Google’s gambling advertising framework. In February 2025, the company rolled out stricter verification requirements for licensed gambling advertisers and expanded oversight of affiliate content amid global concerns about misleading promotions and opaque referral schemes.
Google also reclassified “sweepstakes casinos” earlier this year, placing them under real-money gambling rules following scrutiny of dual-currency models. An update published on 28 October 2025 added explicit wording clarifying that sweepstakes casinos are not considered social casino games.
The timing coincides with increased regulatory pressure across the U.S. gambling market. On 30 September, a federal judge in California rejected efforts by Apple, Google, and Meta to dismiss lawsuits accusing them of facilitating illegal gambling through casino-style mobile apps. U.S. District Judge Edward Davila ruled that Section 230 protections did not apply because the claims extended beyond issues of content publication.
For affiliates, Google’s policy shift is a major setback. Many rely heavily on Google Ads to direct traffic to betting operators in exchange for commissions or referral fees. With certification now off the table, these businesses must turn to organic search strategies or redirect operations to more permissive jurisdictions.
Licensed operators, meanwhile, may benefit from reduced competition in ad space. Analysts say the changes could consolidate visibility among established brands while diminishing the reach of smaller intermediaries.
Outside the United States, Google has expanded restrictions on offline gambling ads to 42 countries, including seven in Africa: Algeria, Djibouti, Egypt, Libya, Morocco, Sudan, and Tunisia. The company says the move supports compliance with local laws and aims to curb unauthorised promotion of physical gambling venues.
In Europe, Google faces separate legal pressure as a dispute with Italian regulator AGCOM over gambling-related content on YouTube reaches a critical point before the Court of Justice of the European Union.
Advocate General Maciej Szpunar has issued an opinion in case C-421/24 that could redefine aspects of platform liability. The case follows a €750,000 (US$875,015) fine imposed in 2022 on Google Ireland for hosting more than 600 videos by the creator “Spike,” deemed illegal gambling advertising under Italy’s “Decreto Dignità.”
Original article: https://www.yogonet.com/international/news/2025/12/04/116608-google-bans-horse-racing-affiliate-ads-in-the-us-effective-immediately
