Google adds Enugu and Imo to Nigeria’s eligible gambling advertising states
Operators licensed by the Enugu and Imo state regulators can now apply to advertise on Google, provided they also meet its certification requirements.
Key takeaways:
- Google Ads expanded online gambling advertising eligibility to Enugu and Imo on October 14, 2026.
- Six Nigerian states are now eligible: Cross River, Ekiti, Lagos, Oyo, Enugu and Imo.
- Enugu advertisers must submit a licence from the Enugu State Gaming and Lottery Commission (ESGLC); Imo advertisers need one from the Imo State Lotteries and Gaming Authority (ISLGA).
- Permitted categories include bingo, sports betting, fantasy sports, lotteries, online casino games and online games.
- Operators must meet state licensing requirements and obtain Google’s certification before running campaigns.
Nigeria.- Google Ads has expanded online gambling advertising eligibility in Nigeria to Enugu and Imo, letting operators licensed in either state apply to advertise eligible products on the platform from October 14, 2026. The move brings the number of eligible Nigerian states from four to six, following the October 2025 expansion that extended eligibility beyond Lagos to Cross River, Ekiti and Oyo. Operators must still obtain Google’s certification before any campaign can run.
In its September 2026 Update to Gambling and Games Policy: Nigeria, Google outlined the licensing requirements for advertisers targeting the two newly eligible states. “Advertisers targeting Enugu are required to submit a licence from the Enugu State Gaming and Lottery Commission (ESGLC).” Advertisers targeting Imo must provide a licence issued by the Imo State Lotteries and Gaming Authority (ISLGA).
Advertisers must meet the licensing requirements of each state they target; authorisation in one state does not automatically satisfy Google’s requirements for another.
Google’s policy states: “Google permits ads for online gambling content that is licensed by the appropriate state gambling authority in an eligible state.”
The permitted categories include bingo, sports betting, fantasy sports, lotteries, online casino games and online games. Advertisers must also apply for Google’s certification and meet its requirements before running campaigns.
The expansion concerns advertising eligibility on Google Ads and does not replace state licensing requirements. Operators in Enugu and Imo must hold the relevant state licence and obtain Google’s certification before advertising eligible gambling products on the platform.
