Google has announced a significant policy update that will allow prediction markets to advertise on its platform starting January 29, 2026. This change marks a notable shift in Google’s advertising policies, opening new opportunities for platforms that let users bet on outcomes of real-world events.
What Are Prediction Markets?
Prediction markets are platforms where users can place bets on the outcomes of future events—from election results and economic indicators to sports outcomes and entertainment awards. Unlike traditional gambling, prediction markets are often viewed as tools for forecasting and information aggregation.
Key Policy Details
The new Google Ads policy will permit:
- Event-based prediction platforms to run advertising campaigns
- Regulated prediction market operators in approved jurisdictions
- Educational content about prediction market mechanics
Advertisers must still comply with local regulations and Google’s certification requirements. The policy specifically targets legitimate prediction market platforms, not unregulated gambling operations.
Market Implications
This policy change builds on Google’s earlier decision to permit CFTC-regulated prediction markets, and comes at a time when these platforms are gaining mainstream attention. Platforms like Polymarket and Kalshi have seen significant growth, particularly during major political events. Google’s decision to allow advertising could accelerate this trend by giving these platforms access to one of the world’s largest advertising networks.
What This Means for Marketers
For digital marketers, this opens new client opportunities in the fintech and alternative trading space. It also signals Google’s willingness to evolve its policies around emerging financial products, suggesting similar updates may follow for other categories.
The policy takes effect on January 29, 2026, giving advertisers time to prepare certification documentation and campaign strategies.