Flutter funds RGC study on responsible marketing & advertising

Flutter Funds RGC Responsible Marketing & Advertising Study
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Flutter Entertainment has provided funding to the Responsible Gambling Council (RGC) in Canada to support its “first-of-its-kind baseline” research on marketing and advertising standards in gambling for operators and regulators.

Led by researchers at RGC’s Centre for the Advancement of Best Practices (CABP), the multi-phase independent research study will examine the marketing and advertising global landscape and offer policy recommendations to address key operating markets such as Ontario and New Jersey.

With a completion date set for early 2024, the project will evaluate research evidence featuring the “best-practice potential for responsible marketing and advertising practices as well as insights from regulators and operators that will help identify opportunities for quality improvement”.

“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,” commented Shelley White, CEO of RGC.

“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.”

Back in June, White told SBC that she believes the “utilization of player data will be vital” for the development of Ontario’s responsible gambling practices as the market reaches maturity.

George Sweny, Vice President of Regulatory Affairs at Flutter International, added: “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.”