Google Opens Gambling Ads in 2 More Nigerian States

The change was announced in September. Google’s Nigeria policy notice sets October 14 as the effective date and lists six eligible states. It does not open gambling advertising across Nigeria.

Two State Regulators Named for New Applicants

Advertisers targeting the new states must provide authorization from the relevant local body:

• Enugu – Enugu State Gaming and Lottery Commission (ESGLC);
• Imo – Imo State Lotteries and Gaming Authority (ISLGA).

Google lists bingo, sports betting, fantasy sports, lotteries, online casino games and online games among the eligible products. The list is conditional on the necessary gambling licence in the state being targeted.

Advertisers also have to apply for Google Ads certification before running campaigns. The announcement does not create a national approval or say that authorization issued in one state covers another.

Four States Become Six

Google previously allowed gambling advertising in Lagos, Cross River, Ekiti and Oyo. With Enugu and Imo added, the list has grown by 50%, from four states to six.

Google’s current country-specific policy table now includes all six states, matching the September announcement.

Affiliate Advertising Remains Restricted

Google’s Nigeria policy does not list online gambling-promoting content as an eligible category. Under Google’s Gambling and games policy, this category covers affiliate and comparison sites, among others. It can only be advertised where the country list explicitly allows it.

The October change adds two states for licensed gambling advertisers. It does not add the missing category for independent affiliates.