YouTube widens personalized gambling ads but keeps prediction market advertising limited to select US states

Google has updated its YouTube advertising policies to give gambling companies more room for targeted marketing. According to the report, a change dated October 30 permits personalized gambling ads in the United States, Canada and the United Kingdom. Targeted ads are shaped by viewers' watching patterns and are generally seen as more effective than untargeted placements.

Google says the expansion leaves its existing safeguards for gambling content in place. Gambling ads are shown only to an audience group curated by Google, and the platform watches for sensitive signals. If it detects that a viewer may be underage or otherwise unsuited to a given type of content, certain ads will not be displayed.

Some gambling ads still require Google certification. Advertisers must target approved countries, include responsible gambling information and never aim at minors. The report notes that problematic ads can still get through: in July, Google paid a fine of $854,250 in Italy over alleged advertising of illegal gambling on YouTube.

Prediction markets are treated as a separate category and are not covered by the latest expansion. Their advertising is allowed only in the United States, and not in Connecticut, Michigan, Nevada, New York or Ohio. Platforms wishing to advertise must also hold a valid Commodity Futures Trading Commission license as a Designated Contract Market.

Kalshi, one of the leading US prediction platforms, is expected to remain active on YouTube given its heavy investment in marketing. The report links its market share partly to an exclusive data deal with CNBC and integrations with CNN and FOX, and says its online ads are widespread wherever its products are permitted.

YouTube's gambling ad rules have been shifting for some time. Earlier in October the platform eased certain restrictions, allowing gambling advertisers to use its Masthead system. Applicants must meet strict disclosure requirements and make sure their content is shown only in jurisdictions where they hold a valid license.