Google prohibits gambling ads for Nigeria market

On January 8, 2025, Google announced a significant update to its Gambling and Games policy, specifically targeting the Nigerian market. This change prohibits advertisements related to online gambling and associated products from being directed at users in Nigeria.

Details of the Policy Update

Effective immediately, the following categories of content are no longer permitted in ads targeting Nigeria:

• Online Gambling: Advertisements for internet-based games where money or items of value are wagered to win a greater sum or item are prohibited.
• Gambling-Related Products: This includes promotional products like vouchers and bonus codes, educational materials such as books and eBooks, and informational content like tips, odds, and handicapping.

Background and Context

This policy reversal comes after a period during which Google had permitted certain gambling-related advertisements in Nigeria. In February 2022, Google updated its policy to allow ads for gambling-related products and social casino games in Nigeria, provided advertisers obtained proper certification.

The recent prohibition reflects the impact of a court ruling, prompting Google to reassess and modify its advertising policies in the region.

Implications for Advertisers and Users

Advertisers targeting the Nigerian market must now ensure compliance with these updated policies to avoid penalties, including ad disapprovals or account suspensions. Users in Nigeria will experience a reduction in exposure to gambling-related advertisements across Google’s platforms.

Conclusion

Google’s decision to prohibit gambling ads in Nigeria underscores the dynamic nature of digital advertising policies and the company’s responsiveness to legal and societal developments. Advertisers should stay informed about such changes to maintain compliance and uphold the integrity of their advertising practices.