Google Will Now Display Prediction Market Advertising

Google has opened up the possibility of directing advertisements for prediction markets to Americans after reclassifying them as financial services rather than gambling.

The change will allow the ads to be pushed in a variety of markets where gambling advertising is restricted, giving further weight to the likes of Polymarket and Kalshi who have long claimed that prediction markets offer financial products rather than gambling services.

Google Lays Out Prediction Market Rules

To qualify as a prediction market, Google requires that platforms “platforms facilitate the listing of or provide customer access Exchange-Listed Event Contracts related to economics, sports or current events.”

Operators are not required to be authorized with the Commodity Futures Trading Commission as a Designated Contract Market (DCM), but can also qualify via the National Futures Association by registering as a Futures Commission Merchant and offering third-party access to DCMs.

Google recently entered into a partnership with both Kalshi and Polymarket in order to utilise data from the platforms in its financial tools, but a company spokesperson stated that the decision to reclassify prediction markets was unrelated to the deal.

Nevada Gets Exception for Prediction Market Ads

Prediction markets have generally insisted they are not gambling operators, which has allowed them to compete in states where gambling is restricted, as well as pay lower rates of tax compared to orthodox betting companies.

However, their rapid growth and proliferation suggests that their potential goes far beyond a simple regulatory loophole. Recent analysis shows that prediction markets could eventually see volume worth trillions of dollars per year.

However, despite that ability to operate in most jurisdictions, Google will make one notable exception to the changes to their classification – the new designation will not apply in Nevada, where prediction markets have faced some of the most hostile reactions from a more entrenched gambling establishment.

Daniel Brooks

News Writer

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