Google Will Allow Prediction Markets Ads, But There Are Catches

• The largest search engine will allow prediction markets advertising starting later this month.
• That move comes with some strict protocols for advertisers.
• Binary options exchanges still barred.

Google, the world’s largest internet search platform, will allow advertising from prediction market operators starting later this month, but there some guidelines advertisers will need to follow.

Starting Jan. 21, the search provider will permit ads from event contract exchanges, but only in the US and only to those firms that are federally licensed in this country.

Google is updating its advertising policies on January 21, 2026, to permit ads for Prediction Markets (defined as platforms that facilitate the listing of or provide customer access to Exchange-Listed Event Contracts related to economics, sports, or current events) in the United States, but only for federally regulated entities,” according to the California-based company.

The technology company added that prospective prediction market advertisers will be required to go through the search engine’s certification process.

Google Lays Out Prediction Market Ad Requirements

The search engine operator laid out protocols that prediction markets must adhere to in order to be eligible to advertise on the platform.

“Those authorized as a Brokerage by the National Futures Association (NFA) to offer third-party access to products listed by a DCM that meets the criteria specified above,” adds Google.

While those requirements are strict, they’re likely intended to weed out bad actors and protect consumers. All of the reputable prediction markets in the US, including Coinbase, Kalshi, Polymarket and Robinhood, are licensed by the CFTC as DCMs and the same is true of the sportsbook operators that recently entered the space.

“All ads, products, and landing pages must comply with all local laws, financial regulations, industry standards and all other Google Ads Policies,” notes Google.

Why Google Is Essential

For advertisers of all shapes and sizes, Google is essential because it’s the world’s most popular internet search provider with near monopoly status in that space in the US. By some estimates, the platform processes 99,000 requests per second, or the equivalent of 8.5 billion queries per day, but some data sets indicate the number could be north of nine billion and potentially closer to 14 billion.

Those statistics aren’t lost on participants in the still nascent prediction markets industry, which is tapping a variety of avenues to broaden its reach. For their parts, Kalshi and Polymarket recently established relationships with Google Finance.