Google Updates Advertising Polices with Prediction Market Guidance

For the first time, Google, the largest provider of internet search services, refreshed its Google Ads policy guidelines to include dedicated guidance on prediction markets.

In the past, the California-based company has amended and altered policies pertaining to ads run by prediction market companies, but a document released last week marks the first time Google featured dedicated prediction market guidance in its ad policies.

Citing “inherent complexities, speculative nature, and unique regulatory classification involved in trading Prediction Market contracts and related products,” Google is making clear that there are some geographic parameters regarding prediction market advertising.

Although the company doesn’t elaborate on specific geographic prohibitions, it may be reasonable to infer from the updated protocols that yes/no exchanges highlighting their sports menus cannot run those ads in Nevada – a state that bars sports event contracts.

Better Be Regulated to Advertise on Google

The internet search behemoth doesn’t mention the licenses by name, but Google is also making clear that prospective prediction market advertisers have the permits necessary to operate all-or-nothing exchanges in the U.S. and that those companies are in compliance with regulators’ demands.

“The advertiser is a licensed Prediction Market provider that holds all applicable local financial, commodity, and/or gaming licenses, including those required as part of Google’s certification process,” according to the policy document.

In order to run a domestic prediction market, operators must have a Designated Contract Market (DCM) license from the Commodity Futures Trading Commission (CFTC). Companies seeking to run vertically integrated exchanges while taking custody of client funds must hold the Futures Commission Merchant (FCM) designation from the National Futures Association (NFA).

All prediction markets must procure “certification and approval from Google to run ads about these products.”

Google Gambling Advertising Policies

Google isn’t “picking on” prediction markets. The internet search provider has long had specific policies pertaining to wagering companies, including sportsbook operators, and in some cases, has taken a hard line against perceived violators.

“Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors. Check local regulations for the areas you want to target,” according to the technology company.