Shayne Coplan, CEO of Polymarket (center, smiling), with TKO Group president and COO Mark Shapiro (left), UFC president Dana White (right), and TKO Group CEO Ari Emanuel (far right) on the floor of the New York Stock Exchange on Nov. 13, 2025. Michael Nagle/Bloomberg/Getty ImagesPolymarket reportedly paid content creators to make social media videos implying that they got rich using the company’s platform when in fact the trades were simulated—and the videos paid for by Polymarket.
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new Wall Street Journal investigation says it was all a bid by the New York prediction markets company to attract users to its offshore platform, which is largely unregulated.
“In reality, Polymarket built near-perfect copies of its website, then instructed creators to make simulated trades on those dummy sites and hide that they were being paid by Polymarket,” the report reads. “To get the videos to go viral, Polymarket has recruited a social-media army to copy and re-post creators’ footage. Though the New York-based company has been banned from offering its primary crypto platform in the U.S. since 2022, the social-media creators are paid to specifically target U.S. users, who can still access the site with a virtual private network.”
The
Journal said it reviewed more than 1,000 videos as well as instructional materials for creators to make videos. Seven in 10 videos reviewed showed the creator making a bet; none of the bets—some $2 million worth—were real, according to the publication, despite many creators reacting to media coverage suggesting they’d won.
Polymarket reportedly paid each creator upwards of thousands of dollars a month. The creators were told not to disclose that relationship. (The company told the
Journal that it was committed to “accurate, fair, and transparent” markets and would audit its active promotions.)
Federal advertising laws, of course, require truth and the disclosure of paid endorsement. Commodities law, which covers prediction markets, also forbids deceptive and misleading practices. And the Commodity Futures Trading Commission, or CFTC, which oversees prediction markets, has previously brought enforcement actions against companies using simulated trades or making unrealistic claims about winnings.
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