Just in Time for Super Bowl, Google Greenlights Prediction Market Ads
Google will allow advertisements for prediction markets in the United States starting later this month, marking a shift in how the search giant approaches the burgeoning, nascent sector that often draws comparisons to the sports betting industry.
Under the updated rules, only platforms officially recognized as Designated Contract Markets (DCM) by the Commodity Futures Trading Commission, or brokerages registered with the National Futures Association, will qualify to advertise. This means platforms like Kalshi and Polymarket, which holds CFTC authorization as a DCM, can now access one of the world’s largest advertising networks.
The policy defines prediction markets as platforms facilitating “Exchange-Listed Event Contracts related to economics, sports, or current events.” Brokerages like Robinhood, registered as a futures commission merchant (FCM), and companies like Fanatics and DraftKings, both registered as introducing brokers (IB), also appear eligible under the new guidelines.
Just in time for the Super Bowl
The policy officially goes into effect on Jan. 21, 2026, coming during a pivotal moment prediction market companies, in the middle of the NFL playoffs and just ahead of the Super Bowl. Sports betting is still prohibited in handful of states, including most notably California and Texas. However, citizens in those states will be able to “trade” sports event contracts on the Super Bowl via prediction markets, which are accessible in all 50 states as CFTC-regulated exchanges.
The Super Bowl is the biggest betting event of the year, and fans will be able to get in on the action legally by using prediction markets. With this new real estate available for advertising, prediction markets stand to capitalize on a major growth opportunity in the coming weeks.
Who’s locked out
Google made clear that binary options remain explicitly banned from its advertising platform. The company stated that binary options are “frequently associated with misleading promotions, systemic abuse, and financial harm.”
Additionally, Underdog, which has partnered with Crypto.com to launch prediction markets on its fantasy app, does not appear eligible to run ads. Why? Because it’s acting as a “technology service provider” rather than a DCM, FCM, or Introducing Brokerage. Moreover, platforms like Jupiter that offer “tokenized predictions,” and any other platform not registered to operate in the U.S., like Polymarket’s is blocked out.
Certification Process Required
Becoming an eligible advertiser isn’t automatic. All qualifying platforms must complete a certification process, demonstrating compliance with financial, commodity, and Google’s own advertising standards. Advertising will be confined to specific, approved locations, with each jurisdiction requiring a separate application.
For platforms that have invested in obtaining CFTC approval, the update removes one distribution constraint that has limited their visibility and growth. Expect prediction market platforms to pull the growth lever, ramping up the competition with sportsbooks leading up to the most high-profile sports event of the year.