Published on: January 6, 2026, 04:34h.
Updated on: January 6, 2026, 04:34h.
- The leading search engine will start accepting advertising from prediction markets later this month.
- This decision is accompanied by specific regulations for advertisers.
- Advertisers for binary options exchanges remain prohibited.
Google, the predominant search engine globally, will begin allowing advertising from operators of prediction markets starting on January 21, 2026. However, advertisers must adhere to a set of guidelines.
From January 21, Google will allow advertisements from event contract exchanges, but this will only apply to firms authorized at the federal level within the United States.
According to the California-based company, “Google is revising its advertising policies on January 21, 2026, to permit ads for Prediction Markets (defined as platforms that enable the listing of or grant customer access to Exchange-Listed Event Contracts related to financial matters, sports, or current affairs) in the United States, but exclusively for federally-regulated entities.”
The tech giant stated that aspiring prediction market advertisers will need to complete the search engine’s certification process.
Requirements for Google Prediction Market Advertisements
The search engine has established several protocols that prediction markets must follow to qualify for advertising on its platform.
For instance, these firms must obtain licensing from the Commodity Futures Trading Commission (CFTC) as Designated Contract Market (DCM) companies—the necessary classification for companies offering exchange-listed derivatives, including yes/no event contracts in the US.
“Entities authorized as a Brokerage by the National Futures Association (NFA), which provides third-party access to products offered by a DCM meeting the aforementioned criteria,” adds Google.
While these requirements may seem stringent, they are likely designed to eliminate unscrupulous players and safeguard consumers. All reputable prediction markets in the U.S., including Coinbase, Kalshi, Polymarket, and Robinhood, hold licenses from the CFTC as DCMs, as do many sportsbook operators that have recently explored this area.
“Every advertisement, product, and landing page must comply with applicable local laws, financial regulations, industry standards, and all Google Ads Policies,” emphasizes Google.
The Importance of Google
For advertisers of all varieties, Google is crucial as it is the globe’s leading search engine, holding a near-monopoly position in the U.S. market. Some estimates indicate that the platform handles 99,000 searches every second, equating to about 8.5 billion searches per day, although some sources suggest the daily figure could exceed nine billion and potentially reach 14 billion.
These figures are of great interest to stakeholders in the emerging prediction markets sector, which is exploring a variety of methods to increase its visibility. Recently, both Kalshi and Polymarket formed collaborations with Google Finance.