Flutter has today announced that it will be funding an independent research study that will examine the impact of sports betting advertising and marketing campaigns on the public.

The study will be carried out by Canada’s Responsible Gambling Council (RGC) headquartered in Toronto. The goal of the initiative is to conduct what global gaming giant Flutter – the owner of the largest U.S. sportsbook FanDuel – describes as “first-of-its-kind” baseline research that will help both regulators and operators develop and refine responsible gaming policies and practices.

According to the official RGC press release, “This multi-phase independent research study… will explore the current landscape of marketing and advertising on a global scale and provide policy recommendations that address key operating environments such as Ontario and New Jersey.”