Google Expands Personalized YouTube Ads to Prediction Markets

Google has expanded the use of personalized gambling ads on YouTube in the US, the UK and Canada. Prediction markets are now covered by the company's sensitive category targeting rules. The change took effect on October 30.

Advertisers can use audiences that Google has predefined in sensitive categories. Google says these audiences are set up to exclude sensitive user signals. Advertisers, however, cannot create their own customer lists for campaigns in sensitive categories. The available targeting options cover interests, demographics and location.

Businesses that want to promote prediction market products must hold 'all applicable local financial, commodities and/or gaming licenses' under Google's policy. Approved locations include some US regions. Connecticut, Michigan, Nevada, New York and Ohio, however, are not on the list. The UK and Canada are not currently on the list either.

In the US, the requirements cover designated contract markets authorized by the CFTC and introducing brokers registered with the NFA. These firms must offer access to products listed on the specified exchange. Google prohibits binary options ads that pay a fixed return or no return at all based on the price movements of a financial asset.

Google's general gambling advertising policy also requires certification, compliance with local licensing rules, the provision of responsible gaming information, and the exclusion of minors from targeting. In an update on September 14, Google extended the 'good policy health' checks it had launched in selected gambling markets in March 2026 to all categories under its Gambling and Games policy. Users under 18 are not considered eligible for personalized ads.