Flutter to fund RGC exploration of the marketing & advertising landscape


The Responsible Gambling Council has received funding from Flutter Entertainment to undertake a research project into marketing and advertising in the online gambling industry.

Amid the ongoing legalisation of igaming and online sports betting, the independent non-profit asserts that a “need has emerged to better understand the impacts that marketing and advertising play,” particularly in legal, quasi-legal and grey market environments.

This multi-phase independent study comes months after Canada’s legalisation of single-event sports betting and the launch of Ontario’s new regulated online market, which, the RGC said, has resulted in “a significant influx” of marketing and advertising across all media.

“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,” stated Shelley White, CEO of the 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.”  

The project, which will be led by researchers at RGC’s Centre for the Advancement of Best Practices, will explore the current global landscape before providing policy recommendations that address key operating environments, such as Ontario and New Jersey.

With a completion date set for early 2024, the exploration will also look to gain insights from regulators and operators in a bid to help identify opportunities for quality improvement.

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

“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.”