TLDR TikTok now requires prediction market ads to use “trading” language rather than “betting” language to qualify for approval. DraftKings, Novig and Polymarket have launched celebrity ad campaigns using trading terms like “trade” instead of “bet.” The American Gaming Association estimates prediction markets spent close to $200 million on marketing between January and July 2026. Legal experts say the trading versus betting language ties into a jurisdictional fight between state regulators and the CFTC. Researchers say the words used may shape how people view the risk of these transactions, even if the underlying activity looks similar to sports betting.
TikTok has drawn a clear line between prediction market advertising and sports betting advertising, and the difference comes down to a single word choice.
The platform expanded its ad policy in July 2026 to allow prediction market ads in 17 markets, including the United States, Canada and the United Kingdom. But approval is not automatic.
Advertisers must work with a TikTok sales representative to get permission, and one factor the platform weighs is whether a company describes its product as trading or betting.
Companies that use financial-trading or event contract language may qualify. Companies that refer to users placing bets are excluded from the prediction market ad category.
Celebrity Campaigns Lean on Trading Language
The policy comes as football season brings a wave of new prediction market advertising. DraftKings launched a campaign called “Take Your Game Anywhere” featuring Kevin Hart and Nick Jonas on a road trip across state lines.
In its press release, DraftKings described the pair as “placing a bet” in New Jersey and “making a trade” once they reached California, where sports betting is not legal.
Novig has run a national campaign featuring Sydney Sweeney that calls its product a “sports trading experience.” Polymarket has