Google to allow prediction market ads in the US, Nevada off limits

• Google is changing its prediction markets advertising rules for the United States
• Ads will be available from January 21, 2026, for approved advertisers
• The only state excluded is of the time of writing the article is Nevada

While gaming regulators and legislators are waging an unrelenting war against prediction market platforms, many private businesses are swimming against the legal tide.

Google has become the latest company to take a position on the vertical, confirming that it would allow prediction market ads to appear on its network, but there will be specific conditions.

The search engine company, however, is careful about who is allowed on. The first and most important prerequisite for companies is to be authorized to offer prediction markets by the Commodities Futures Trading Commission, and specifically, companies authorized to operate Designated Contract Markets.

Licensed prediction market platforms get the go-ahead from Google

Before any ads are displayed, Google would have to approve each advertiser. This is good news for companies such as Kalshi, DraftKings, and FanDuel’s newly-launched prediction market platforms, as they would give them an immediate boost and access to an audience that is willing to engage with the product.

This should also help limit the footprint of prediction market platforms that may not be legal in the country or have chosen to operate without an officially recognized license.

However, there is fine print too. Local opposition from states, be that gaming regulators or legal battles in court, could have a dampening effect on the reach of prediction market advertisement in the United States.

Nothing exemplifies this better than the fact that the official rules already exclude Nevada. The Silver State saw FanDuel and DraftKings surrender their local licenses to pursue growth in the prediction market vertical.

Nevada is not a pariah in taking a hawkish stance on prediction markets, with similar actions underway in New Jersey, New York, Massachusetts, and beyond, although in varied stages.

Essentially, gaming regulators are claiming that prediction markets are encroaching on traditional sports betting and gaming territory, but fail to meet the same rigorous standards, consumer safeguards, and tax obligations.

The new rules are going to take effect on January 21, 2026, when the first such ads may start appearing in the country.

Image credit: ChatGPT