Google has officially updated its advertising policies to allow prediction markets ads across Search, YouTube, and partner networks, effective January 21, 2026. This marks a significant shift from the platform’s previous restrictions on speculative financial products.
The new policy opens advertising opportunities exclusively for federally regulated entities. Advertisers must be authorized by the Commodity Futures Trading Commission (CFTC) as Designated Contract Markets (DCMs) or registered as brokerages with the National Futures Association (NFA). Google certification is required before campaigns can launch in the United States.
Prediction markets platforms enable users to trade contracts based on real-world future events, including economic indicators, sports outcomes, and political results. Industry analysts suggest these markets often produce more accurate forecasts than traditional polling methods, which may have influenced Google’s decision to ease restrictions.
The policy maintains strict guardrails around high-risk offerings. Binary options, fixed-return contracts with all-or-nothing payouts, and online gambling platforms remain prohibited. Educational or informational websites offering trading signals or advice about exchange-listed event contracts are also barred from advertising.
For digital marketers in the financial services sector, this update creates new paid media opportunities on Google’s premium inventory. Compliant platforms can now reach audiences actively searching for investment and trading products, competing directly in a space previously dominated by traditional brokerage advertising.
Source: MediaPost, Google Ads Policy