Starting October 16, Google will transform Nigeria’s online gambling landscape. Operators in Cross River, Ekiti, and Oyo will be allowed to advertise sports betting, online casino games, and lotteries. This follows the earlier decision of Google to allow ads in Lagos last March.
In its official policy update, Google announced that advertisers in Cross River, Ekiti, and Oyo can promote online gambling content. This includes sports betting, online games, and gambling-related lotteries. However, they must first meet local licensing requirements.
Operators in these states must hold valid state-issued licenses. They must also complete Google’s certification process to take part in this new advertising opportunity.
This requirement ensures that all campaigns adhere to local regulations, responsible gambling practices, as well as age restrictions. Google will allow only licensed operators approved by state regulators to promote their services.
The recent expansion follows a Supreme Court ruling on November 22 of the previous year, that deemed the National Lotteries Act 2005 unconstitutional. Handing the reins of regulation and licensing to individual state governments, this decision stripped the federal NLRC or National Lottery Regulatory Commission.
As of today, agencies like the Ekiti State Lottery and Gaming Board, Oyo State Gaming Board, and Cross River State Lotteries and Gaming Agency are in charge of overseeing operators within their regions.
Google’s careful approach to this rollout shows its commitment to regulated markets across Africa. The company aims to ensure that advertisers meet licensing and certification requirements. It also emphasizes the importance of promoting responsible gambling practices.
The move reflects a broader strategy targeting regions with established regulatory frameworks. On August 19, the company expanded its advertising network to licensed operators in Cameroon and Namibia.
