Google is updating its online gambling advertising policy to permit promotion of prediction markets in the United States. Effective January 21, 2026, the change clarifies which types of event-based trading platforms can advertise. The update also reinforces the distinction between regulated financial forecasting tools and traditional online gambling, ensuring compliance with federal oversight.
PPC betting and regulated prediction markets
Under the revised rules, certified prediction markets may advertise on Google Ads, but only if they meet strict federal regulation standards. Participation is limited to entities authorized by the Commodity Futures Trading Commission or registered with the National Futures Association. This ensures Google maintains compliance while enabling regulated financial forecasting platforms to reach audiences responsibly.
From a PPC betting and PPC casino perspective, the policy is narrowly defined. Advertisements may only reference Exchange-Listed Event Contracts. Promotions tied to fixed-odds gambling, online casinos, lotteries, or games of chance remain prohibited. All messaging must be factual, neutral, and informational to pass Google's review process.
Advertisers must complete a formal certification process, verifying regulatory authorization and confirming their platform operates as a market-based forecasting tool rather than a gambling service. Non-compliant applications are rejected, maintaining a clear distinction between regulated prediction markets and broader online gambling content.
Eligibility limits and compliance obligations
Only entities authorized as Designated Contract Markets or NFA-registered brokers providing access to compliant exchanges are eligible. The policy explicitly excludes binary options, traditional sports betting, and fixed-return contracts, as well as informational blogs or signal-providing services. This ensures consumers are not misled between regulated investment products and gambling entertainment.
Advertisers are responsible for verifying compliance with regional laws and financial regulations. Each intended market requires separate approval. Violations can result in ad disapproval or account suspension under Google Ads enforcement policies.
This update highlights Google's broader online gambling advertising strategy: promoting regulated financial and prediction market products while strictly limiting traditional gambling content. Advertisers using PPC betting or PPC casino campaigns must navigate both Google policies and legal requirements, ensuring transparency, compliance, and responsible targeting across digital advertising platforms.