Google has recently enforced stringent restrictions on gambling advertising in Nigeria, a move thought to be prompted by a recent court ruling. As of January 8th, Google has revised its country-specific advertising policies for Nigeria, aiming to ensure compliance and protect users.
Following this move, Google will no longer allow the promotion of online gambling products and offers directed at Nigerian audiences until such a time that a review is made.
This comprehensive ban encompasses not only gambling-related products but also extends to various promotional items such as vouchers and bonus codes.
Furthermore, educational resources, including books and eBooks that relate to gambling, as well as informational content covering betting tips, odds, and handicapping, are now prohibited from targeting Nigerian users.
| Product | Allowed? | Details |
|---|---|---|
| Online gambling |  Not allowed | Google doesn’t allow advertising for Internet-based games where money or other items of value are paid or wagered to win a greater sum of money or other item of value |
| Gambling-related products | Not allowed | Google doesn’t allows ads promoting the following gambling-related products:Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc.Gambling-related tutoring and educational materials such as books and e-booksGambling-related information such as tips, odds, and handicapping |
While these restrictions were enforced earlier in the year, iGaming AFRIKA has established that Google is working towards enabling services based on state geo location and that they are in the final stages of it. This therefore means that when it becomes active, the operators will be able to run state targeted ads like it’s happening in some other jurisdictions.
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The governance of gambling licenses in Nigeria has been a contentious issue since the Lottery Act was enacted in 2005. States have frequently challenged the authority of federal regulations. A notable dispute arose when Lagos State contended that “lottery” falls under residual matters, not the exclusive legislative jurisdiction of the federal government, which covers areas such as defense and banking. This led to a judicial inquiry into which level of government holds regulatory power over lotteries.
