URGENT UPDATE: Google has just announced a significant shift in its advertising policies, allowing limited ads for prediction markets in the United States starting January 21, 2026. This move is set to impact the burgeoning sector of prediction markets, which facilitate bets on various outcomes related to economics, sports, and current events.
Under this new policy, only federally regulated organizations will be permitted to advertise. Advertisers must undergo a new certification process to qualify, ensuring compliance with strict regulations. Google’s latest update is a notable step as prediction markets gain popularity, reflecting the growing interest in this innovative form of betting.
The announcement reveals that advertising will be limited to two specific groups. The first group includes companies that are approved by the Commodity Futures Trading Commission (CFTC) as Designated Contract Markets (DCMs). These platforms specialize in offering exchange-listed event contracts, which may cover a range of topics from economic indicators to sporting outcomes.
The second group consists of brokerages authorized by the National Futures Association to provide access to products offered by eligible DCMs. This tight restriction ensures that only those who meet stringent regulatory requirements can advertise their services to U.S. users.
In a statement, Google emphasized that all ads, products, and landing pages must comply with local laws and financial regulations, along with adhering to all other Google Ads Policies. This move underscores Google’s commitment to maintaining a safe and compliant advertising environment.
Google also noted that translated versions of its Advertising Policies Help Center will be available for reference, though the English version remains the official language for enforcement. A general disclaimer regarding AI’s potential for errors was also included in the announcement.
As part of a broader strategy, Google has been revising its Gambling and Games policies recently, including the reclassification of sweepstakes casino games. This latest update signals that the tech giant is paying closer attention to the evolving landscape of prediction markets, which have been gaining traction among users looking for alternatives to traditional betting platforms.
The complete guidelines are expected to be published in the Advertising Policies Help Center, with references across Google’s Financial Services and Gambling and Games policies. Interested parties can preview the full details on the Prediction Markets policy page.
As anticipation builds for this policy change, stakeholders in the prediction markets space are urged to prepare for the certification process. With the potential for increased visibility and engagement, the upcoming changes could reshape the advertising landscape significantly.
Stay tuned for more updates as this story develops.
