Due to significant changes in the regulatory environment, Google has completely banned the placement of gambling-related advertisements in Nigeria, including online betting products, promotions, educational resources, betting tips, odds, and handicaps, causing a significant impact on the affiliate marketing industry in the country.
This policy adjustment is considered a response to the Supreme Court of Nigeria's ruling last November, which abolished the National Lottery Act of 2005, transferring the regulatory authority of the gambling industry from the federal government to state legislatures.
This change stems from a long-standing power dispute between state governments and federal regulatory agencies. As early as 2008, the Lagos State government had argued that lotteries should be classified as a state matter, rather than under federal jurisdiction.
With the localization of regulatory authority, Google is exploring the use of geolocation services to ensure that advertising placements comply with state regulations. Meanwhile, the gambling industry trends in Nigeria and across Africa are continuously evolving.
Conor O'Donovan of Tekkorp, in an interview with "iGaming Expert," noted that the proliferation of mobile money will drive the development of the gambling market.
He stated, "Africa has long relied on a cash economy, but mobile money is rapidly emerging, especially driven by the market in Kenya. The gambling industry usually develops alongside it, although there might be a slight delay, but the two are closely related."
