The Responsible Gambling Council (RGC), an independent non-profit organization, has received funding from Flutter Entertainment to conduct research on the effects of advertising and marketing within the online gambling industry. The collaboration follows Canadian sports betting legalization and the opening of Ontario’s regulated online gaming market.
RGC CEO Shelley White said: "Through this research, we not only have the ability to affect necessary changes to our marketing and advertising standards here in Ontario, but also the ability to make great impacts to the harm minimization efforts of jurisdictions all around the world.
"This comprehensive study truly highlights the culture shift that the industry is currently undergoing, and by leveraging our research partners, we can make greater impacts in protecting players and communities."
The independent study is comprised of multiple phases and will be led by RGC's Centre for the Advancement of Best Practices (CABP). Researchers at the CABP will compile data from marketing and advertising landscapes, both within North America and globally. Its North American focus will be on markets in Ontario and in New Jersey.
The purpose of the study is to gain knowledge that will aid quality and market improvement, as well as to develop responsible gambling practices that will benefit both players and operators. Researchers anticipate the study will conclude in early 2024.
Flutter International Vice President of Regulatory Affairs George Sweny commented: "We saw an opportunity to provide cutting edge thought leadership to the industry. There is a need to better understand the impacts of increased marketing and advertising on all stakeholders.
"This foundational research will help us all make necessary strides towards bridging the gap between best and better practices in an area of significant importance. Leading progress is one of the key pillars of our global Play Well strategy and we are delighted to be working with the RGC to support this important research."
