The multi-phase study will be led by the team at RGC's Centre for the Advancement of Best Practices, with a focus on the current marketing and advertising environment.

The team will use this research as a foundation from which to generate policy recommendations for key operating locations, including Ontario and New Jersey.

Through assessing evidence and making use of insights from operators, RGC intends to promote responsible marketing and advertising practices, working to identify opportunities for improvement.

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."  

With the recent introduction of sports betting and iGaming in Ontario and a range of other global jurisdictions, RGC and Flutter have said they recognise the need for a more in-depth understanding of the impact marketing and advertising may have.

Flutter International VP of Regulatory Affairs George Sweny said: "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."

Flutter recently completed its acquisition of Sisal, in a deal valued at £1.62bn ($1.96bn).