{"id":214552,"date":"2026-01-08T12:39:04","date_gmt":"2026-01-08T15:39:04","guid":{"rendered":"https:\/\/igamingbrazil.com\/nao-categorizado\/2026\/01\/08\/google-ads-releases-prediction-market-ads-in-the-us\/"},"modified":"2026-01-08T20:51:39","modified_gmt":"2026-01-08T23:51:39","slug":"google-ads-releases-prediction-market-ads-in-the-us","status":"publish","type":"post","link":"https:\/\/igamingbrazil.com\/en\/online-en-2\/2026\/01\/08\/google-ads-releases-prediction-market-ads-in-the-us\/","title":{"rendered":"Google Ads releases prediction market ads in the US"},"content":{"rendered":"\n

Google <\/strong>will allow prediction markets <\/strong>in the United States<\/a><\/strong> to advertise on Google Ads<\/strong> starting January 21, 2026<\/strong>, according to an announcement made by the company on Monday (2). However, the updated policy restricts eligibility to platforms regulated by the federal government, such as Kalshi <\/a><\/strong>and other operators authorized to operate in the country.<\/a> <\/p>\n\n

Furthermore, the new guidelines, published in Google’s Advertising Policy Help Center, formalize a pathway for this type of advertiser. Even so, Google maintains strict requirements for approving campaigns. <\/p>\n\n

What will Google allow and what are the conditions?<\/h2>\n\n

According to the policy, Google approves ads for prediction markets, which it defines as platforms that<\/strong> “facilitate the listing of, or provide customer access to, Exchange Listed Event Contracts related to economics, sports, or current events,” <\/em>provided the company operates in the U.S. and obtains Google certification<\/strong> before running ads.<\/p>\n\n

Next, the update creates a structure that didn’t exist before. However, it doesn’t open the door for any operation seeking access to Google Ads inventory. Instead, platforms must meet federal regulatory requirements to receive approval.<\/strong> <\/p>\n\n

Thus, since Google Ads reaches users through searches, YouTube, and third-party partner websites, the new rules could increase the visibility of these marketplaces as they attempt to connect with potential users in the American market.<\/p>\n\n

Who qualifies to advertise under Google’s new rules?<\/h2>\n\n

The updated policy imposes strict limits and groups platforms into two categories. Therefore, eligibility depends on the type of regulatory authorization. <\/p>\n\n

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  1. Platforms authorized by the Commodity Futures Trading Commission<\/strong> (CFTC) as Designated Contracts Markets<\/strong> (DCMs), “whose primary activity must be the listing of Exchange-Listed Event Contracts”.<\/li>\n\n\n\n
  2. Brokers authorized by the National Futures Association<\/strong> (NFA) that “offer third-party access to products listed by a DCM that meets the criteria specified above.”<\/li>\n<\/ol>\n\n

    On the other hand, in addition to fitting into these categories, prediction markets must comply with local laws, financial regulations, industry standards, and all other applicable Google Ads policies. <\/p>\n\n

    The company also requires certification for each destination location. Meanwhile, the US remains the only approved location listed for advertising in forecast markets. <\/p>\n\n

    Google advises prediction markets to ensure compliance with local laws, stating that <\/strong>“advertisers are expected to do their own research on local regulations for any location to which their ads are targeted and to comply with them.”<\/em><\/p>\n\n

    The policy also defines what remains prohibited<\/strong>. Advertising for binary options and fixed-return contracts remains banned<\/strong>, as do <\/strong>“markets related to gambling or lotteries, or any activity legally defined as gambling in the relevant jurisdictions and not permitted as a Prediction Market regulated by local legislation.” <\/p>\n\n

    In addition, Google prohibits:<\/p>\n\n