Google expands gambling ad policy to three Nigerian states

Google announced on October 1, 2025, that it will expand its gambling advertising policy in Nigeria to include three additional states. According to the company's official policy update, licensed gambling operators in Cross River, Ekiti, and Oyo states will be permitted to run ads on the Google Ads platform starting October 16, 2025.

The expansion marks a significant shift in Google's approach to gambling advertisements in Nigeria. Previously, Lagos was the only eligible state where licensed gambling operators could advertise through Google's platform. The new policy extends this opportunity to operators holding valid licenses from the designated regulatory authorities in each of the three newly eligible states.

The certification process requires gambling operators to obtain proper authorization from state-level regulatory bodies. According to the policy document, "Eligibility to advertise is restricted to entities that have received authorization from the designated regulatory authorities of each targeted state." This requirement ensures that only licensed operators with appropriate regulatory oversight can access Google's advertising platform.

Each state maintains its own licensing authority, and advertisers must comply with the specific requirements of their target market. Advertisers targeting Ekiti are required to submit a license from the Ekiti State Lottery and Gaming Board. Those seeking to reach audiences in Oyo must provide a license issued by the Oyo State Gaming Board (OYSGB). Operators targeting Cross River must supply a license from the Cross River State Lotteries and Gaming Agency.

The types of gambling content permitted under the expanded policy remain consistent with previous restrictions. According to the policy, Google allows ads promoting "online gambling content as long as they are licensed by the appropriate state gambling authority in an eligible state." The current eligible states listed in the policy are Cross River, Ekiti, Lagos, and Oyo.

Permitted gambling products include bingo, lotteries, sports betting and fantasy sports, online casino games, and online games. All advertisers promoting these products must undergo Google's certification process before their ads can appear on the platform. The policy document explicitly states that "advertisers must also be certified with Google" and directs operators to apply for certification through the company's official channels.

The announcement provides a 15-day implementation period between the October 1 announcement and the October 16 effective date. This timeline allows gambling operators in the newly eligible states to prepare their licensing documentation and complete the Google certification process. The Gambling and games policy page will be updated when the policy goes into effect on October 16, 2025.

For the digital marketing industry, this policy change represents an important development in regulated gambling advertising. The context for this expansion differs significantly from Google's January 2025 policy shift, when the platform implemented a blanket ban on all online gambling ads targeting Nigeria following a Supreme Court ruling that invalidated the National Lottery Act. That ruling transferred gambling regulation from federal to state-level authorities, creating a fragmented regulatory landscape.

The current expansion indicates that Cross River, Ekiti, and Oyo have since developed sufficient regulatory frameworks to meet Google's advertising policy requirements. This development follows a pattern where Google evaluates state-level regulations individually before permitting gambling advertisements in specific jurisdictions.

The state-by-state expansion model reflects the decentralized nature of gambling regulation in Nigeria. Each state maintains independent authority over gambling operations within its jurisdiction, and Google's policy acknowledges this regulatory structure by requiring separate licensing documentation for each state. This approach differs from markets where national-level licensing permits advertising across entire countries.

The economic implications of this policy change could be substantial for licensed operators in the three states. Access to Google's advertising platform provides gambling operators with sophisticated targeting capabilities, extensive reach across search and display networks, and detailed performance metrics. These tools enable operators to compete more effectively for customer acquisition in their licensed territories.

The timing of this expansion coincides with growing digital adoption across Nigeria. Internet penetration continues to increase, and mobile device usage has become widespread. These trends create favorable conditions for online gambling operators seeking to reach Nigerian consumers through digital advertising channels.

Google's certification requirement adds an additional layer of oversight beyond state licensing. Operators must satisfy both their state regulatory authority and Google's own compliance standards to advertise on the platform. This dual-approval system aims to protect consumers and maintain advertising quality standards across Google's network.

The policy update document does not specify the number of operators currently licensed in the three newly eligible states, nor does it provide estimates of potential advertising volume. However, the expansion suggests that Google has assessed sufficient regulatory maturity in these jurisdictions to support gambling advertising under its policy framework.

The distinction between different types of gambling products in the policy reflects common regulatory categories. Sports betting and fantasy sports, for instance, often face different regulatory treatment than casino games in many jurisdictions. Google's policy accommodates these distinctions while maintaining consistent certification requirements across all product types.

Implementation of the policy will require coordination between gambling operators, state regulatory authorities, and Google's advertising compliance teams. Operators must ensure their licensing documentation meets Google's verification standards while maintaining compliance with their respective state gambling regulators. This process typically involves submitting official license documents, proving regulatory compliance, and demonstrating operational legitimacy.

The geographical specificity of the policy—allowing advertising only in licensed states—necessitates precise targeting capabilities. Advertisers must configure their campaigns to reach audiences exclusively within their licensed jurisdictions to comply with both Google's policy and state regulations. This geographic restriction prevents operators from advertising in states where they lack proper licensing.

For marketers working with gambling clients in Nigeria, this policy change opens new opportunities in three additional states. Campaign strategies must account for the distinct regulatory environments and competitive landscapes in Cross River, Ekiti, and Oyo. Each state may present different market characteristics, consumer preferences, and competitive dynamics that influence advertising effectiveness.

The phased approach to expanding gambling advertising availability suggests that Google may continue evaluating additional states for future inclusion. As more Nigerian states develop robust gambling regulatory frameworks, they could potentially become eligible for inclusion in Google's advertising policy. However, no indication of future expansions appears in the current policy announcement.

The expansion fits within Google's broader pattern of gambling advertising expansion in markets with established regulatory frameworks. Similar geographic expansions have occurred in Ukraine, Germany, Angola, and other jurisdictions where local authorities have implemented comprehensive licensing systems. Each expansion follows evaluation of the regulatory environment to ensure alignment with Google's compliance standards.

Recertification requirements may apply if operators make material changes to their operations. Google's Circumventing Systems policy mandates that certified gambling advertisers recertify following any modifications to licensure or factors affecting compliance with certification requirements. Failure to recertify constitutes a policy violation that can result in immediate account suspension.

The Nigerian expansion demonstrates how local regulatory developments directly influence global advertising platform policies. State-level licensing frameworks create opportunities for operators while establishing consumer protection mechanisms. Google's approach of evaluating each state individually allows for measured expansion that respects both regulatory requirements and platform integrity standards.

Timeline

• • October 1, 2025: Google announces expansion of gambling advertising policy to Cross River, Ekiti, and Oyo states in Nigeria
• • October 16, 2025: New policy takes effect, allowing licensed gambling operators in the three states to run ads on Google platform
• • January 8, 2025: Google implemented blanket ban on gambling ads targeting Nigeria following Supreme Court ruling that invalidated National Lottery Act
• • July 14, 2025: Google expanded gambling advertising to Ukraine with state licensing requirements
• • February 18, 2025: Angola began accepting gambling operator licenses through Instituto de Supervisão de Jogos

Summary

Who: Google Ads and licensed gambling operators in Nigeria holding valid licenses from the Ekiti State Lottery and Gaming Board, Oyo State Gaming Board (OYSGB), or Cross River State Lotteries and Gaming Agency.

What: Google will allow licensed gambling operators to advertise online gambling content including bingo, lotteries, sports betting, fantasy sports, online casino games, and online games in three additional Nigerian states. Operators must complete Google's certification process in addition to holding state licenses.

When: The policy was announced on October 1, 2025, and will take effect on October 16, 2025.

Where: Cross River, Ekiti, and Oyo states in Nigeria, expanding beyond Lagos which was previously the only eligible state for gambling advertising on Google's platform.

Why: The expansion reflects Google's assessment that these three states have established sufficient regulatory frameworks through their designated gambling authorities to support licensed gambling advertising under the company's policy requirements, reversing the blanket ban implemented in January 2025 following Nigeria's Supreme Court ruling.