- Nov 29, 2022
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Google has announced that starting January 21, it will allow advertising for regulated prediction market services in Google Ads, provided they comply with applicable laws and the company’s internal policies. Under the updated framework, prediction platforms will be classified as financial services rather than gambling.
According to Google, “On January 21, 2026, Google will update its advertising policy to permit ads for prediction markets—defined as platforms that facilitate the listing of, or provide customer access to, exchange-traded contracts tied to events related to economics, sports, or current affairs—in the United States, but only for federally regulated entities.”
This marks a significant milestone for an industry that has long struggled with being categorized under gambling-related restrictions. In effect, Google has aligned its position with that of the U.S. Commodity Futures Trading Commission (CFTC), which views prediction markets as financial derivatives, not wagers.
Under the new policy, advertising will be permitted exclusively for:
- Designated Contract Markets (DCMs) authorized by the CFTC, whose core business involves listing exchange-traded event contracts;
- Brokerage firms registered with the National Futures Association (NFA) that provide access to such products.
At present, leading industry players such as Kalshi and Polymarket already hold DCM status. As a result, they—and other qualifying companies—will be eligible to run ads in Google Ads once the updated policy officially comes into effect.
Overall, Google’s policy shift significantly strengthens the legitimacy of prediction markets and may accelerate their adoption beyond a niche audience into the broader financial ecosystem.