Google is updating its advertising guidelines to allow advertisements for prediction markets in the US, subject to strict eligibility requirements. Prediction markets are platforms that list “Exchange-Listed Event Contracts.” They give users access to contracts linked to current affairs, sports, or economic events. Under the new rules, only federally regulated organizations can promote these products using Google Ads.
Eligible advertisers must register as brokerages with the National Futures Association (NFA). They must provide third-party access to products from qualifying Designated Contract Markets (DCMs) or obtain authorization from the Commodity Futures Trading Commission (CFTC) as DCMs. These markets must primarily list Exchange-Listed Event Contracts. Advertisers who want to reach US consumers must apply for a specific Google certification before launching prediction market campaigns.
Google evaluates each application under its Financial Services, Gambling, and Games policies. Only campaigns targeting authorized US locations are eligible for approval. Every advertisement, product, and landing page must comply with local laws, financial regulations, industry standards, and Google Ads policies. Platforms offering binary options or other unregulated speculative products remain strictly prohibited. Comprehensive cross-references are available on Google’s Prediction Markets policy page, which draws from the Financial Services, Gambling, and Games sections.
Google clarified that this policy change places prediction markets under its Financial Services framework. It does not classify them as gambling products. This approach treats prediction markets like other regulated financial markets. However, unlicensed high-risk trading platforms and intricate speculative products, including binary options, remain banned under different rules.
The revision creates a formal path for regulated prediction market platforms to advertise across Google’s inventory, including Search, Display, and YouTube. It also restricts unregulated or non-compliant operators, ensuring that only authorized providers can reach US audiences through Google Ads.
