In the world of gambling, terminology can significantly impact advertising regulations. While prediction markets refer to their activities as trading, sportsbooks label them as betting. This distinction has become particularly relevant on platforms like TikTok, where the type of language used can dictate which advertising rules apply.
DraftKings has recently unveiled its latest advertising campaign, titled “Take Your Game Anywhere,” featuring celebrities Kevin Hart and Nick Jonas embarking on a road trip across the United States. The campaign highlights the seamless DraftKings experience available from coast to coast, even as the legality of sports betting varies from state to state.
In states where sports betting is permitted, users will access DraftKings’ sportsbook. Conversely, in states without legalized sports betting, they will utilize DraftKings Predictions. The terminology adapts accordingly; for instance, Hart and Jonas are depicted as “placing a bet” in New Jersey but “making a trade” in California, where sports betting remains illegal.
The timing of this campaign coincides with the start of the football season, alongside a surge in advertising for prediction markets. Notably, actress Sydney Sweeney is featured in Novig’s national campaign, which promotes a “sports trading experience.” The provocative nature of the ad has resonated widely, showcasing the growing presence of prediction markets in mainstream culture.
Additionally, basketball star LeBron James has teamed up with Polymarket, appearing in its football-season advertisement alongside other notable figures such as Eli Manning and Derek Jeter. The ad emphasizes the concept of “live trades,” further blurring the lines between traditional betting and trading.
Before this latest wave of celebrity endorsements, prediction markets had already been investing significantly in digital advertising. The American Gaming Association estimates that these markets spent nearly $200 million on marketing efforts in the first half of 2026.
As prediction markets increasingly adopt financial terminology, TikTok has responded by refining its advertising policies. In July 2026, TikTok expanded its advertising guidelines to include prediction market ads in 17 regions, including the U.S., Canada, and the U.K. However, advertisers must collaborate with TikTok sales representatives to gain approval for their campaigns.
One critical factor in TikTok’s approval process is whether the prediction market describes its activities as trading rather than betting. Those using financial or event contract language may be granted advertising permissions, while those referring to betting are typically excluded. Traditional sportsbooks can also advertise, but they fall under a separate Gambling and Games policy, requiring specific licensing.
Other tech giants like Google and Microsoft have also established their own advertising guidelines for prediction markets. Google mandates that advertisers obtain certification and adhere to regulatory standards, while Microsoft is piloting a program for approved prediction market advertisers in the U.S.