German regulator investigates World Cup prediction market advertising

Germany's gambling regulator has launched an investigation into the advertising practices of FIFA World Cup prediction market partner ADI Predictstreet. There are concerns that the company may be promoting gambling services without the required local licence.

The move by Germany's Gemeinsame Glücksspielbehörde der Länder (GGL) follows the appearance of ADI Predictstreet branding on pitch-side advertising boards during recent World Cup matches. The operator is not licensed to offer gambling services in Germany.

The investigation is the latest regulatory challenge facing the rapidly expanding prediction market sector, which is attracting growing attention from gambling regulators across Europe.

Why Germany is investigating

ADI Predictstreet secured a betting intermediary licence in Gibraltar earlier this year. It was then named FIFA's official prediction market partner for the 2026 World Cup.

However,  German authorities are examining whether the platform's services amount to gambling under German law and whether its World Cup advertising breaches rules that prohibit unlicensed operators from marketing gambling products to German consumers.

According to reports, the regulator is also assessing whether German residents can access and participate in the platform's prediction markets.

The issue gained additional attention after ADI branding appeared during Germany's opening World Cup match. This was broadcast on the children's channel KiKa.

Should the regulator determine that breaches have occurred, enforcement measures could include cease-and-desist orders directed not only at the operator but also at associated payment providers, hosting companies and telecommunications firms.

Operator rejects allegations

ADI Predictstreet has denied targeting German consumers.

A spokesperson told German media that the company conducts no advertising or marketing activities specifically aimed at Germany and argued that any exposure resulted solely from FIFA's global sponsorship and media rights arrangements.

The operator maintains that its visibility during tournament broadcasts is a consequence of international sponsorship rather than local advertising activity.

German broadcaster ZDF has also stated that it has no control over pitch-side advertising content, as television feeds are supplied by the tournament's host broadcaster.

Growing pressure on prediction markets

The case comes at a time of increasing regulatory scrutiny for prediction markets across Europe.

Unlike traditional sports betting operators, prediction market platforms allow users to trade contracts based on the likelihood of future events occurring. Supporters often argue that these products resemble financial instruments rather than gambling.

European regulators have generally taken a different view.

This week, regulators from nine European jurisdictions announced coordinated action against prediction market operators, arguing that many of their products fall within existing gambling legislation.

Major platforms, including Polymarket and Kalshi, have already faced restrictions or enforcement action in several European markets.

Could the same issue arise in the UK?

The ADI Predictstreet case is particularly relevant for the UK as regulators continue to monitor emerging gambling products that sit between betting and financial trading.

Currently, any operator wishing to offer gambling services to British consumers generally requires authorisation from the UK Gambling Commission.

If a prediction market were deemed to be a gambling product rather than a financial service, advertising it to UK consumers without the appropriate licence could potentially attract regulatory attention.

The challenge for regulators is that global sporting events such as the World Cup create unprecedented visibility for sponsors. Advertising displayed inside stadiums is broadcast internationally. This makes it difficult to separate promotions intended for one jurisdiction from audiences watching elsewhere.

This is not a new issue for gambling regulation. UK authorities have previously expressed concerns about consumers being exposed to gambling advertising from operators that are not licensed domestically.

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