Google Ads is set to revise its advertising policies to permit advertisements for Prediction Markets, effective January 21, 2026.

This policy change will apply within the United States but will be restricted to entities that are federally regulated. A prediction market is an online platform where individuals can trade contracts based on anticipated outcomes, such as elections or sporting events.

The prices on these markets serve as a reflection of the collective forecasts regarding the likelihood of various outcomes. Participants can purchase “yes” or “no” contracts (for example, paying 60 cents for a 60% chance of a particular candidate winning) and stand to profit when their predictions are accurate, thereby fostering an environment that encourages research and precise forecasting.

In an official announcement, Google stated, “Google is updating its advertising policies on January 21, 2026, to permit ads for Prediction Markets (which are defined as platforms that facilitate the listing of or provide customer access to Exchange-Listed Event Contracts related to economics, sports, or current events) in the United States, but only for federally regulated entities.” Advertisers interested in targeting the U.S. market will need to apply for certification through Google to run such ads.