Google is implementing new rules for affiliate browser extensions.
These were revealed in an email sent by Google to its Chrome developer distro list, which has been shared with Hello Partner.
Google begins, “As part of our ongoing efforts to improve the extension ecosystem, we are updating our Affiliate Ads Policy to further clarify how affiliate links, codes, and cookies can be used in Chrome extensions.”
What’s changing?
Google is updating its policy to ensure that “affiliate links are only included when they provide a direct and transparent benefit to users.”
What this means is that browser extensions cannot drop affiliate links when there is no deal or offer to give to the user.
Google elucidates, “An extension must not add, modify, or replace affiliate links unless: The affiliate program is clearly disclosed on the Chrome Web Store listing, in the user interface, and before installation.
“User action is required before any affiliate link, code, or cookie is applied. The affiliate link is tied to a direct benefit for the user at that moment.
“For example, an extension that finds and applies coupon codes must not insert an affiliate link if no coupon or discount is found. This prevents extensions from monetizing users without delivering a clear value in return.”
Why is Google doing this?
Further down in the email, Google explains that these changes are to “maintain a healthy ecosystem by ensuring that affiliate monetization is aligned with user benefit.”
It states that the update aims to “protect users from deceptive practices while allowing high-quality, value-driven extensions to thrive.”
What does it mean for developers?
For extension developers, Google says that the enforcement of this policy will be actioned from June 10th 2025.
It advises developers to update their extensions as soon as possible. If extensions are found to be in violation of this new policy, they will be subject to removal from the Chrome Web Store.
