Polymarket is facing fresh questions about its marketing practices after a Wall Street Journal investigation found that creators promoting the prediction market platform were using simulated bets rather than real trades in hundreds of social media videos.
According to the Journal, more than 1,100 videos posted between December 2025 and mid-May 2026 featured creators appearing to place large wagers and celebrate substantial winnings on Polymarket. After reviewing the content, interviewing creators, and examining internal materials, the publication concluded that none of the showcased bets were real. Instead, the videos were filmed using near-identical replicas of the Polymarket platform.
The investigation found that creators were paid to produce the content, with some receiving between $2,000 and $3,000 per month. Several creators told the Journal that the videos were designed to appear organic rather than sponsored promotions.
One example cited in the report involved videos showing creators making six-figure prediction market wagers and posting reactions to supposed wins. In 118 videos reviewed by the Journal, creators appeared to celebrate nearly $900,000 in profits. The publication found that if those exact trades had been placed on the real platform, they would have produced losses of roughly $166,000 instead.
The Journal also reported that many of the videos were recorded on dummy versions of the platform that closely resembled the real site. In some cases, subtle differences in web addresses and interface details revealed that the trades were not taking place on live markets.
Polymarket acknowledged sponsoring creator content but said it was not aware that some promotional videos featured simulated trading activity. Following the investigation, the company said it would audit its promotional materials and review creator content to ensure accuracy and transparency. The company also removed some of the websites used in the campaign after reporters began asking questions.
The controversy arrives at a sensitive time for prediction markets. Platforms such as Polymarket have attracted millions of dollars in trading activity by allowing users to wager on elections, sporting events, economic data, and geopolitical developments. Supporters argue that these markets can provide valuable insight into public expectations, while critics have questioned whether aggressive marketing tactics risk blurring the line between information and speculation.
The findings also add to a broader debate around influencer marketing in crypto. Earlier reports from Politico alleged that Polymarket had paid creators and influencers to promote the platform without clearly disclosing sponsorship arrangements, drawing scrutiny from advertising and consumer protection experts.
For Polymarket, the challenge now extends beyond prediction markets themselves. As the platform pushes deeper into the mainstream, questions about transparency, disclosures, and promotional practices may become just as important as the accuracy of the predictions traded on its markets.
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