Google to allow Prediction Markets ads under strict rules

Google is updating its advertising policies to allow ads for Prediction Markets in the U.S. starting January 21st — but only for federally regulated entities.

Who qualifies. Eligibility is limited to entities authorized by the Commodity Futures Trading Commission (CFTC) as Designated Contract Markets (DCMs) whose primary business is listing exchange-listed event contracts, or brokerages registered with the National Futures Association (NFA) that offer access to products listed by qualifying DCMs. Advertisers must also apply for Google certification to run ads in the U.S.

Why we care. Prediction markets have long been restricted on Google Ads. This change opens a new advertising channel while keeping tight controls around compliance and regulation. The narrow eligibility and certification requirements mean only compliant, federally regulated players can participate, potentially reducing competition. For qualifying advertisers, this offers earlier access to a high-intent audience within a tightly controlled ad environment.

The fine print. All ads, products, and landing pages must comply with applicable local laws, financial regulations, industry standards, and Google Ads policies. The new policy will appear in the Advertising Policies Help Center, with references in the Financial Services and Gambling and Games sections, and is available now for preview.

The big picture. Google is cautiously expanding access for prediction markets by recognizing them as regulated financial products — while continuing to block unregulated platforms.

Bottom line. Prediction market ads are coming to Google, but only for advertisers that meet strict federal and platform-level requirements.

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