At My Empire Casino, trust is earned through openness and honesty myempires.ch. As a brand that accepts Swiss players, we take our responsibility earnestly: in how we delight and in how we correspond, advertise, and cooperate. These Responsible Marketing Guidelines set forth the standards we adhere to in Switzerland, guaranteeing every message we disseminate reflects our commitment to adherence, consumer protection, and ethical behavior. We urge all visitors to examine the principles that guide our licensing, affiliate partnerships, and advertising methods.
Our Promise to Ethical Marketing
We anchor every decision in a distinct, cohesive promise: to market our services in a way that respects the well‑being of our audience and the legal framework of Switzerland. This means we never pursue growth at the expense of vulnerable individuals, nor do we employ tactics that could be viewed as aggressive or misleading. Our internal marketing policy is assessed quarterly by our compliance team, and we regularly train staff and partners on the latest regulatory expectations.
We view responsible marketing as a ongoing journey rather than a one‑time checklist. Every campaign, banner and affiliate link must pass a three‑step internal approval process that evaluates clarity, age‑appropriateness and factual accuracy. In practice, this means all visuals are without imagery that could attract minors, and all bonus terms are displayed with full transparency. We also maintain a dedicated Marketing Ethics Committee that meets monthly to review upcoming promotions against both Swiss norms and our own elevated standards.
Equally important is our promise to listen. We actively monitor feedback from Swiss players, industry watchdogs and affiliate partners. When concerns arise, we examine immediately and adapt our approach. This feedback loop has already led to improvements such as clearer wagering requirement disclosures on landing pages and the removal of time‑limited pressure tactics. By putting accountability at the heart of our operations, My Empire Casino proves that entertainment and ethics can indeed go hand in hand.
Legislative System in Switzerland
Switzerland’s gambling landscape is shaped by the Federal Act on Gambling, which became law in 2019 and is administered by cantonal authorities and the Federal Gaming Board. While many provisions focus on land‑based establishments and the licensed online offerings of Swiss casinos, the law also defines clear boundaries for marketing communications, especially those targeting residents within the confederation. At My Empire Casino, we proactively align with these principles, even though our international licence derives from a respected offshore jurisdiction.
We pay particular attention to the law’s emphasis on preventing excessive gambling and protecting minors. The Swiss legislator requires gambling advertising to avoid any suggestion that gaming can fix financial problems, replace employment or enhance social status. In response, our copywriting guidelines firmly forbid language that implies quick wealth, guaranteed wins or a luxurious lifestyle. Every promotional text we draft or approve is reviewed against a Swiss‑specific language filter that identifies such expressions before publication.
Intercantonal coordination further refines the requirements. Comlot, the intercantonal lottery and betting authority, and the ESBK have released joint recommendations on gambling advertising, including restrictions on broadcasting hours and digital targeting. Although these recommendations mainly target license holders under the Swiss regime, we have voluntarily incorporated their core principles. For instance, we never run programmatic ads during children’s programming windows on Swiss IP addresses and we avoid sports sponsorships that could reach under‑18 audiences in cantons with stricter rules.
Our legal department keeps an open channel with Swiss compliance experts, ensuring we stay abreast of legislative updates. Should Switzerland introduce a dedicated licensing framework for internationally operated online casinos, we will be ready to seek and adapt our marketing practices accordingly. Meanwhile, we keep operating with the highest regard for Swiss sovereignty and consumer protection, viewing regulatory alignment not as a burden but as a competitive differentiator that generates lasting loyalty.
Player Safety and Responsible Gambling Integration
Ethical promotion does not end once a player registers. At My Empire Casino, every promotional contact point is structured to encourage safer play. After account creation, new Swiss players receive a brief interactive guide that outlines how to set individual deposit, loss and wager limits. This guide is mandatory and cannot be skipped by clicking a simple “accept” button; the player must actively go through and confirm they comprehend each option before the deposit function becomes accessible.
Throughout the player lifecycle, we use subtle pop‑ups that mirror real‑time patterns. If our system notices a significant increase in deposit frequency or a decline in balance over a short period, a gentle notification shows up, highlighting activity and giving a direct link to cool‑off tools. These messages are framed positively, “Here is a quick snapshot of your play”, and never use accusatory language. We have found that this empathetic approach boosts tool adoption by over forty percent compared to conventional warning banners.
We have also integrated responsible gambling messaging into our affiliate‑driven funnels. Affiliates are provided with a standard widget that shows a live ticker showing average session length and community‑wide responsible gambling tool usage. While the data is anonymized, it serves as a social norming mechanism, subtly reinforcing that taking breaks and setting limits is typical behaviour among Swiss players. This novel approach has garnered interest from academics researching harm‑reduction strategies in digital environments.
Self‑exclusion is the most powerful safety net we have. Swiss players can self‑exclude for periods spanning from six months to five years with a single request, and we honour that exclusion across all My Empire Casino platforms, including mobile apps. During the exclusion period, we remove the player from all marketing databases and direct affiliates to suppress any materials that might be shown to associated identifiers. Re‑entry is never instant; players must undergo a 24‑hour cooling‑off period and a mandatory call with our responsible gambling officer before their account is restored.
Regulatory and Regulatory Supervision
My Empire Casino holds a full gaming licence granted by the Government of Curaçao, amongst the most established regulatory authorities for online gaming. This licence requires us to fulfill rigorous standards in the areas of anti‑money laundering, data protection, fair gaming and responsible marketing. We participate in annual audits conducted by independent testing agencies, and our random number generator is verified to produce truly random outcomes. These credentials constitute the technical foundation which all our marketing claims are based.
While Curaçao provides the legal backbone, we have opted to incorporate additional, jurisdiction‑specific controls on top. For our Swiss audience, this entails applying advertising rules that match, and in some cases go beyond, those required by Swiss law. We maintain a dedicated Swiss compliance file that details every affiliate partner, every promotional material and every media placement targeting the country. This file is revised in real time and is available for review by our internal audit team at any point.
We believe that a licence is only as credible as the people who implement it. Our Head of Compliance, along with a team of four regional specialists, manages all marketing activities linked to Switzerland. They have direct authority to halt campaigns, end affiliate relationships and, if necessary, block access to players whose behaviour indicates harm. This operational independence guarantees that commercial pressures never override our duty of care.
Affiliate Programme Guidelines
Our partner affiliates are an extension of the My Empire Casino brand, and we expect them to maintain the same ethical marketing ethos. Before joining, every future affiliate must submit a comprehensive application that features a website audit, a examination of historic advertising materials and a signed affidavit confirming familiarity with Swiss marketing sensitivities. We do not welcome affiliates who operate domains that could be misidentified with academic, government or mental‑health sites.
Once approved, affiliates gain access to a collection of pre‑reviewed banners, text links and landing pages. All materials are geo‑targeted, so a guest connecting from a Swiss IP address will only view promotions that adhere with our Swiss guidelines. Affiliates are by agreement prohibited from altering these materials without our written permission, and any change must be re‑submitted through our compliance portal. This zero‑tolerance method keeps our entire network unified.
Our affiliate code of conduct sets out clear dos and don’ts that every partner must follow:
- Always employ age‑restriction overlays and “18+” badges on all promotional content visible to Swiss users.
- Always disclose the commercial nature of the arrangement, using phrases such as “advertisement” or “sponsored” in a language easily grasped by the local audience.
- Never imply that gambling is a dependable source of income, a cure for debt or a substitute for professional advice.
- Never direct communications through channels, forums or social media groups where minors are known to congregate.
- Never use influencer marketing without our prior consent, and only with figures who clearly cater to an adult demographic.
Regular oversight is a critical part of our compliance procedure. We deploy automated crawlers that review affiliate sites weekly, highlighting unapproved changes, missing disclaimers or broken age gates. If a breach is found, the affiliate is given a 48‑hour warning to rectify the issue. Recurring or serious infractions result in instant suspension of commissions and permanent removal from the programme. We also keep the right to keep all accrued commission for the billing period in which the violation occurred, a deterrent that underscores the gravity of our standards.
Responsible Advertising and Marketing
Advertising in Switzerland needs a fine balance between brand visibility and social responsibility. We have developed a multi‑channel advertising policy that encompasses digital display, social media, email marketing, search engine placements and any future offline campaigns. Every piece of creative is built on the same basis: it must be factually accurate, must not glamourise gambling and must visibly display the message “Play responsibly. 18+.” Our Swiss‑specific landing pages further expand on responsible gambling tools at the point of engagement.
Our email marketing strategy employs a strict permission‑based model. We only approach individuals who have explicitly opted in, and every email contains a single‑click unsubscribe link. Swiss subscribers obtain communications in either German, French or Italian, according to their language preference, and we divide lists to avoid overlapping campaigns that could be seen as excessive. We never dispatch promotional emails on Swiss public holidays either, honouring family time and cultural values.
Social media platforms pose unique challenges, and our strategy here is intentionally cautious. We keep verified accounts on selected networks, but we do not engage in direct‑message promotions or unsolicited friend requests. Any sponsored post directed at Switzerland passes a mandatory “pause and review” step, where our compliance team reviews the creative against four criteria:
- Does the imagery steer clear of cartoonish imagery, bright neon colours or characters that could appeal to children?
- Is there a clear responsible gambling reminder in the reader’s language?
- Is the audience limited to users who are demonstrably 20 years of age or older, adding a buffer above the legal minimum?
- Has the post been geo‑fenced to exclude schools, playgrounds and addiction support centres within a 500‑metre radius?
Search engine marketing is another area where we show restraint. We target a curated list of Swiss‑relevant keywords that pertain to casino entertainment, but we consciously avoid terms associated with financial distress, loan comparisons or addiction help. Our negative keyword list is updated monthly to cover emerging queries that could be misinterpreted. When Swiss users click on our paid link, they are directed to a pre‑landing page that prominently displays age verification and time‑limit reminders before the main casino lobby is accessible.
Marketing deals themselves are designed to reduce impulsive conduct. Offers available to Swiss players carry extended validity durations, often 30 days or more, and we limit the maximum claimable amount. Cashback and loyalty rewards are awarded as withdrawable cash rather than locked bonus funds, giving players genuine flexibility. We never ask for a deposit to access responsible gambling tools such as deposit limits, session timers and self‑exclusion; these safeguards are always free, always visible and activated with a single click.
Frequently Asked Questions About Our Marketing Guidelines
How does My Empire Casino guarantee its marketing adheres to Swiss cultural norms?
We engage a specialized Swiss market advisor who assesses every major campaign for linguistic nuance, imagery and timing. All materials are offered in German, French and Italian, and we avoid themes that could be perceived as inconsistent with Swiss values, such as overstated luxury displays or aggressive urgency. We never run promotions during nationally recognized moments of remembrance, and we consult local calendars to ensure our advertising rhythm feels appropriate rather than disruptive.
What occurs if an affiliate breaks the marketing rules?
Affiliates who violate our code of conduct face swift consequences. Our monitoring systems identify most infringements within 24 hours, and the partner is immediately notified. Minor, first‑time violations generally lead to a compliance warning and mandatory retraining. However, for more serious breaches, such as directing to minors, using unauthorized claims or disguising the commercial nature of the content, we cancel the agreement immediately and definitively revoke all commission rights. We also notify egregious cases to the relevant advertising standards bodies in Switzerland.
Do there exist specific rules for Swiss‑language influencer partnerships?
Requirements for Influencer Content
Absolutely, influencer collaborations are subject to enhanced scrutiny. We require that any influencer working in the Swiss market shows that at least 85% of their followers are aged 20 or older, validated by third‑party analytics. The influencer must post in their local language, include both a “Sponsored” label and an “18+” overlay, and avoid any live‑streaming during school hours. Before publication, the content goes through our compliance team, and we retain the right to request edits or cancel the partnership if the material does not meet our Responsible Marketing Guidelines.
Can Swiss players access all the same promotions as other regions?
Swiss players enjoy a tailored selection of promotions that have been specifically approved for the market. While the core value of bonuses and loyalty rewards remains competitive, we adjust terms to align with Swiss consumer expectations, for example, offering longer validity and simpler turnover requirements. Certain mechanics, such as time‑limited “act now” bonuses with countdown timers, are removed for Swiss accounts because they conflict with our responsible marketing philosophy. Our localised approach ensures full compliance without diluting the fun.
