Google has placed a comprehensive ban on gambling-related advertisements in Nigeria following a significant shift in regulatory oversight.

Implemented on 8 January, Google no longer allows the promotion of online gambling products and offers to Nigerian audiences. Additionally, educational resources, betting tips, odds, and handicapping fall within the remit of the ban, which represents a significant blow to the affiliate market in the country. 

The policy change is thought to be in response to a November Supreme Court ruling that shifted the regulation of Nigeria’s gambling industry away from federal control.

The decision invalidated the National Lottery Act 2005, transferring the authority to regulate lotteries and games of chance from the legislative assemblies of the various states within Nigeria. 

The shift followed longstanding tensions between state and federal regulators that dated back to 2008 when the Lagos state government argued that ‘lottery’ should be considered a residual matter, rather than an exclusive legislative jurisdiction of the federal government.

Following the change in the regulatory framework to one of state control, it is reported that Google is working towards enabling operators to run state-targeted ads via the use of state geo-location services. 

As the regulatory landscape of Nigeria, and many other countries across Africa, continue to change, so do the player trends in the region.

Tekkorp’s Conor O’Donovan recently spoke to iGaming Expert about the current state of Africa’s often fragmented market, especially focusing on the need for operators to follow the changing trends in mobile money.

He said: “If mobile money is starting to proliferate or it’s showing early signs of prosperity, you know, that’s a market with real potential to ride out over the next couple of years, because once mobile money grows, so does the betting industry. They go hand in hand, essentially. There’s just a slight lag.

“Africa has always been a cash economy. And I guess it evolved towards mobile money, mainly driven in the Kenyan market. And mobile money is essentially an extension of cash.”