Recently, Google has updated its advertising policy, allowing online gambling ads to be placed in Nigeria again. This marks a significant adjustment in Google's policy towards gambling ads in Nigeria.
Background: The Implementation and Lifting of the Ban
In January 2025, following a ruling by the Supreme Court of Nigeria, Google implemented a ban on gambling ads targeted at the Nigerian market. The ruling abolished the National Lottery Act of 2005, transferring gambling regulatory powers from the federal government to state legislatures. To comply with the new legal environment, Google began prohibiting the placement of online gambling-related ads in Nigeria on January 8, including promotional products, educational materials, and gambling information services.
However, as states gradually established their own regulatory frameworks, Google updated its gambling and gaming policy on March 31, allowing operators authorized by the Lagos State Lotteries & Gaming Authority (LSLGA) to place online gambling ads in Lagos State.
New Advertising Policy Requirements
According to the new policy, operators wishing to place online gambling ads in Lagos State must meet the following conditions:
Obtain LSLGA authorization: Operators must hold a valid license issued by the Lagos State Lotteries and Gaming Authority.
Pass Google's advertising certification: Operators must go through Google's advertising certification process to ensure their ad content complies with Google's relevant policies and standards.
Comply with advertising content standards: Ad content must not target minors and must include responsible gambling information.
Impact on Nigeria's Gambling Industry
Google's move is seen as a positive signal for the gambling industry in Nigeria, particularly in Lagos State. It provides legal operators with new marketing channels, helping to enhance brand visibility and user engagement. However, operators must ensure strict compliance with state regulatory requirements and Google's advertising policies to avoid the risk of violations.
Additionally, gambling operators in other states should monitor their own state's regulatory developments to take advantage of advertising opportunities on platforms like Google, where policy permits.
Conclusion
Google's revocation of the Nigerian gambling ad ban reflects its rapid response to changes in the local legal and regulatory environment. This policy adjustment provides new market opportunities for legal gambling operators in Nigeria, while also emphasizing the importance of adhering to local regulations and platform policies.
