The multi-phase independent study will explore the current landscape of marketing and advertising on a global scale and provide policy recommendations to address key operating markets such as Ontario in Canada and New Jersey in the US.
Researchers at the RGC’s Centre for the Advancement of Best Practices (CABP) will assess evidence from research featuring best-practice potential for responsible marketing and advertising practices and consider insights from regulators and operators to identify opportunities for quality improvement.
The RGC said it intends to complete the research project by early 2024.
“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 minimisation efforts of jurisdictions all around the world,” RGC chief executive Shelley White said.
“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.”
Flutter International’s vice president of regulatory affairs George Sweny added: “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.”