If it feels like sports betting ads don’t carry the same responsible gaming messages that they used to, you’re right: in the first two months of this year, nearly half of them were from prediction markets. And why does that matter? 

While advertising levels from state and Tribal-regulated sportsbooks have declined dramatically since their 2021 peak, online sports betting advertising is increasingly coming from prediction markets that operate – and advertise – outside of state regulations designed to protect consumers. This means the ads do not include the same safeguards – like responsible gaming messaging, age verification and clear disclosures – that are required and enforced in the legal market.