Google Updates Policies to Address Prediction Platform Ads

The country’s largest search engine is making some changes that will change how prediction market platforms can advertise.

Google has updated its Advertising Policies section to address prediction markets specifically. While they don’t define the industry as “gambling” or a "financial product,” the new section shows it currently views it as a standalone industry.

The general rules don’t necessarily change, but tying them specifically to prediction markets could make enforcement easier. Under the policy, operators must meet the following four criteria to advertise online:

• The advertiser is a licensed Prediction Market provider that holds all applicable local financial, commodity, and/or gaming licenses, including those required as part of Google’s certification process.

• The products and ads comply with all local laws, financial regulations, industry standards, and all other Google Ads Policies. Advertisers are expected to do their own research on the local regulations for any location their ads target and comply with these.

• The targeted location is eligible for certification for advertising under this policy.

• The account has received certification and approval from Google to run ads about these products.

 Bad News For Prediction Industry

Because these now apply specifically to prediction platforms, they will be forced to stop advertising in states like Connecticut and Nevada, where court rulings have allowed them to treat sports markets as gambling. 

Since operators aren’t acquiring sports betting licenses to offer these markets, none will be able to advertise in those markets.

The specific policy could also spell trouble for prediction operators down the road. The US Supreme Court will determine the future of sports prediction markets in the coming months. If it rules in favor of the states, it would force the industry to abandon all Google ads in the US or risk massive penalties.