Google has recently announced a major update to its Chrome Web Store policies, tightening the rules around how browser extensions use affiliate links. This change follows growing concerns over deceptive monetisation practices, particularly after it was revealed that the PayPal-owned Honey extension was allegedly replacing users’ affiliate links with its own.
Under the new policy, Chrome extensions can only include affiliate links if they provide a clear and direct benefit to users, such as discounts or cashback. Extensions will no longer be allowed to insert, modify, or replace affiliate links unless:
- The affiliate program is fully disclosed in the Chrome Web Store listing, in the extension’s interface, and before installation.
- Users take a deliberate action before any affiliate link, code, or cookie is applied.
- The affiliate link results in an immediate, tangible benefit for the user.
For example, an extension designed to find and apply coupon codes cannot inject an affiliate link if no valid coupon is found. Google says this policy change is aimed at preventing extensions from exploiting users’ online activity for passive affiliate revenue—without offering real value.
Google has also revealed that the updated policy will take effect on June 10th 2025. Developers who fail to comply run the risk of their extensions being removed from the Chrome Web Store—although it’s unclear whether Google will provide warnings, or operate on a strike policy.
The Honey controversy and its impact
The new policy comes at a time when affiliate link manipulation has been under increasing scrutiny. PayPal’s Honey extension, a popular coupon-finding tool, was previously accused of replacing original affiliate links with its own, effectively diverting commissions from content creators and website owners.
When a determined team of YouTubers revealed this behavior, it sparked outrage in the affiliate marketing community—many of whom depend on commissions as a core revenue stream. Some content creators even took legal action, alleging that their earnings were unfairly taken by Honey’s automated system.
When the allegations first surfaced, Honey came out and defended its practices, claiming that it was “helping users save money.” However, critics argued that replacing existing affiliate links without transparency undermined the trust between content creators, merchants, and consumers.
It appears as though Google’s updated policy appears to be a direct response to these concerns, and they’re attempting to restore fairness and integrity into the affiliate landscape.
What this means for affiliates
For affiliate marketers, this policy change is both a challenge and an opportunity. On one hand, it eliminates unfair competition from extensions that previously hijacked commissions without adding user value. On the other hand, it means that affiliates using Chrome extensions as part of their monetisation strategy must now ensure they’re fully transparent, and abiding by Google’s new policies.
Still, this does look to be a significant win for consumers and affiliates—and will ensure that those who should be receiving commissions, are. If you want to ensure you’re staying up-to-date with the latest affiliate news, make sure to sign-up to Affiverse’s free newsletter.
