Google Bans Gambling Ads in Nigeria Amid Regulatory Changes

Google has issued a new ban on gambling ads in Nigeria. This measure follows the publishing of a November ruling by Nigeria’s Supreme Court.

The Nigerian Regulatory Landscape Changed

In November, the Supreme Court in Nigeria handed gaming regulation to the States of Nigeria, effectively annulling the National Lottery Act 2005. This marked a shift from the nationwide framework that had been employed for years.

The unanimous decision to nullify the National Lottery Act 2005 marked the end of a decade-long legal battle over the authority to regulate lottery and gambling activities in the country. The National Lottery Act 2005 is now limited to just the Federal Capital Territory. In the meantime, states now have the authority to issue their own sets of rules.

The Supreme Court’s decision was praised by many as it, according to the Lagos State Government, reaffirmed the “constitutional authority of State Governments to regulate lotteries and gaming activities within their jurisdictions.” The Lagos State Government urged operators to comply with the new framework and cease any unregulated activities.

Google Will No Longer Allow Gambling Ads in Nigeria

On January 8, Google adapted to the changes, introducing a blanket ban on all gambling advertising in the country. This policy change seeks to align Google’s policies with Nigeria’s new regulatory system. As a result, all promotion of gambling-related products in Nigeria has now been banned.

Google elaborated that entities on its platform should no longer promote gambling to players in Nigeria, meaning that they should also not provide vouchers and bonus codes or distribute informational materials, such as odds and betting advice.

In addition to marketing materials, Google has also prohibited gambling-related educational materials, including books and e-books related to the industry.

The policy amendment applies to all of Google’s advertising products, including Google Search, YouTube Ads and Display Network.

Nigeria Considered a Ban on Betting

The revoking of the National Lottery Act 2005 is poised to significantly change the face of the Nigerian gaming industry, creating a more complex regulatory landscape.

In the meantime, a year ago, local lawmakers mulled over potential regulatory changes that could have resulted in a ban on sports betting. Data released by the country’s National Lottery Trust Fund highlighted a worrying statistic that more than 65 million Nigerians bet roughly $15 a day on sports. This suggested that some $1 billion is being wagered every day.

The incredibly high participation in sports betting also implied considerable problem gambling rates, as well as rampant underage gambling.