Google tightens gambling ad regulations in Nigeria
On January 8, 2025, Google implemented significant changes to its gambling and games advertising policies in Nigeria, responding to the Supreme Court’s ruling that invalidated the National Lottery Act. According to Google’s official policy update, the changes reflect the impact of the recent court decision on the regulatory landscape.
The policy modification fundamentally alters how gambling-related advertisements can target Nigerian audiences. According to the updated guidelines, Google now disallows all online gambling content from targeting Nigeria. This includes internet-based games where money or items of value are wagered to win greater sums.
The scope of prohibited content extends beyond direct gambling services. According to the policy document, Google has expanded restrictions to encompass gambling-related promotional materials, including:
- Gambling-related vouchers and bonus codes
- Educational materials about gambling, including books and e-books
- Information about betting odds and handicapping
The timing of Google’s policy update, implemented less than two months after the Supreme Court’s November 22, 2024 ruling, demonstrates the global tech company’s swift response to local legal changes. The policy adjustment aims to align Google’s advertising platform with Nigeria’s new state-level regulatory framework.