Google is opening the door to a new advertising category in the US. From January 21, 2026, certain prediction market operators will be allowed to run ads on Google platforms. The update sets strict conditions around prediction markets advertising and limits access to federally supervised entities only.

• The revised policy allows ads for platforms offering exchange-listed event contracts tied to economics, sports or current events. The change applies exclusively to the US market and does not cover unregulated operators. Google defines these services as prediction markets advertising under its financial and gambling rules.

• Eligibility is limited to Commodity Futures Trading Commission-authorised Designated Contract Markets. These entities must focus primarily on listing exchange-listed event contracts rather than offering broader financial products. Google also permits certified brokers regulated by the National Futures Association to advertise access to approved markets.

• All advertisers must apply for a dedicated Google certification before launching campaigns. Federal authorisation alone is not sufficient to run ads. Without certification, prediction markets advertising will be blocked regardless of regulatory status.

• Google stated: “Ads for Prediction Markets will be permitted only for federally regulated entities authorised by the CFTC or NFA.” The policy was published on January 5, 2026, and will be enforced from January 21, with full details added to the Advertising Policies Help Center.

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