Flutter Entertainment pledges funding for new Ontario-focused RGC research study
New study aims to create best practice for gambling advertising in Ontario, with a view to expanding across the US market
Flutter Entertainment has pledged to support a new study devised by the Responsible Gambling Council (RGC) to create a best practice framework for advertising and marketing standards which can be used by operators and regulators across the Canadian market.
The project follows the launch of single-event sports betting in Canada, beginning with the opening of the Ontario market on 4 April. Exact details of the funding levels and timeframes for delivery of funding have not been disclosed by either party.
The research, which is multi-faceted and includes multiple phases, and will be led by the RGC’s Centre for the Advancement of Best Practices (CABP).
CABP will explore how gambling is currently advertised and marketed on a global scale inviting commentary from operators and regulators alike, and will then provide recommendations for key operating environments such as New Jersey and Ontario.
“This multi-phase project will assess evidence from research featuring 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,” Flutter said in a statement confirming the funding for the project.
“Through these processes, the RGC will contribute to building a world class responsible gambling framework in Ontario and influence responsible gambling policies and practices around the globe,” the firm added.
The project aims to be completed by early 2024.
Flutter International VP of regulatory affairs George Sweny cited the need to provide “cutting edge thought leadership” to the wider sector, particularly in respect of impacts on consumers.
“There is a need to better understand the impacts of increased marketing and advertising on all stakeholders,” Sweny said.
“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,” he added.
Expanding on this, 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 minimisation 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,” White added.
Flutter is extensively leveraged in responsible gambling in many of its operational jurisdictions. In the US, FanDuel has previously committed to a broad-ranging program of responsible gambling-led initiatives, most notably its partnership with American radio personality Craig Carton, which recently bore fruit in the firm’s RG campaign in March.
Prospective FanDuel employees are required to go through responsible wagering training, and existing employees take part in responsible gaming training, with the successful completion of the training being tied to all employee compensation.
FanDuel’s RG arsenal includes deposit, wager, and time limits, as well as self-exclusion-led tools.
Internationally, Flutter launched its Play Well strategy in February, which focuses on consumer safety while gambling.
Flutter has set a target of 2030 of at least 75% of all active customers globally will be using one or more of the firm’s Play Well safer gambling tools. Its aim is to have more than half using at least one by 2026. The strategy also ties 10% of its workforce’s annual bonuses to the success of company initiatives to prevent gambling addiction.