Google has reversed its ban on online gambling advertisements in Lagos State, Nigeria. This development marks a new opportunity for licensed operators looking to promote various gambling-related content in the region.
As of this announcement as seen by iGaming AFRIKA, Google will allow ads promoting bingo, lotteries, sports betting, fantasy sports, online casino games, and online games, provided these activities align with the regulations set forth by the Lagos State Lotteries & Gaming Authority (LSLGA).
The decision comes on the heels of Google’s recent enforcement of stringent restrictions on gambling advertising across Nigeria, a move that some industry experts speculated was prompted by a recent court ruling. The earlier restrictions prohibited all forms of gambling-related promotions directed at Nigerian audiences, including offers such as vouchers and bonus codes, as well as educational content about betting strategies.
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However, with the new policy in place, Google is set to accept advertisements from licensed gambling operators specifically in Lagos State. Advertisers must meet certain criteria to qualify for this advertising opportunity, which includes obtaining the necessary licensing from the LSLGA as well as certification with Google itself.
It is essential to clarify that while Google is now allowing these advertisements, the approval is limited to entities that comply with local regulations. As stated by a member of the industry, “This change opens new doors for legitimate operators, fostering a safe and regulated environment for both businesses and consumers.”
With this policy adjustment, Google is actively working to enhance its advertising framework and encourage responsible gambling. As the landscape evolves, the approval process will pave the way for a more nuanced approach, enabling operators to engage with their target audiences effectively while adhering to regulatory standards.
