At My Empire Casino, trust is earned through openness and honesty https://myempires.ch/legal-and-affiliates/. As a brand that accepts Swiss players, we take our responsibility seriously: in how we engage and in how we interact, advertise, and collaborate. These Responsible Marketing Guidelines set forth the standards we follow in Switzerland, guaranteeing every message we share demonstrates our commitment to compliance, consumer protection, and ethical practices. We encourage all visitors to consider the principles that guide our licensing, affiliate relationships, and advertising practices.
Our Commitment to Conscientious Marketing
We ground every decision in a clear, consistent 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 avoid growth at the expense of vulnerable individuals, nor do we adopt tactics that could be interpreted as aggressive or misleading. Our internal marketing policy is reviewed quarterly by our compliance team, and we consistently train staff and partners on the latest regulatory expectations.
We view responsible marketing as a evolving 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 free of 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 commitment to listen. We proactively 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 elimination 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.
Player Safety and Ethical Gaming Integration
Responsible marketing does not stop once a player signs up. At My Empire Casino, every promotional touchpoint is crafted to promote safer play. After account creation, new Swiss players get a brief interactive guide that outlines how to set custom deposit, loss and wager limits. This guide is compulsory and cannot be avoided by clicking a simple “accept” button; the player must actively review and confirm they comprehend each option before the deposit function becomes accessible.
Throughout the player lifecycle, we use subtle pop‑ups that reflect real‑time behaviour. If our system detects a significant increase in deposit frequency or a decline in balance over a short period, a gentle notification shows up, highlighting activity and offering a direct link to cool‑off tools. These messages are presented positively, “Here is a quick snapshot of your play”, and never use blaming language. We have observed that this empathetic approach boosts tool adoption by over forty percent compared to conventional warning banners.
We have also incorporated responsible gambling messaging into our affiliate‑driven funnels. Affiliates are supplied with a standard widget that shows a live ticker showing average session length and community‑wide responsible gambling tool usage. While the data is anonymised, it acts as a social norming mechanism, subtly reinforcing that taking breaks and setting limits is typical behaviour among Swiss players. This novel approach has attracted interest from academics examining harm‑reduction strategies in digital environments.
Self‑exclusion remains the most powerful safety net we offer. Swiss players can self‑exclude for periods extending 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 delete the player from all marketing databases and instruct affiliates to suppress any materials that might be served to associated identifiers. Re‑entry is never automatic; players must complete a 24‑hour cooling‑off period and a mandatory call with our responsible gambling officer before their account is reinstated.
Accountable Advertising and Promotion
Advertising in Switzerland demands a fine balance between brand visibility and social responsibility. We have created a multi‑channel advertising policy that covers digital display, social media, email marketing, search engine placements and any future offline campaigns. Every piece of creative is based on the same principle: it must be factually accurate, must not glamourise gambling and must visibly carry 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 adheres to a strict permission‑based model. We only reach individuals who have explicitly opted in, and every email features a single‑click unsubscribe link. Swiss subscribers receive communications in either German, French or Italian, according to their language preference, and we segment lists to avoid overlapping campaigns that could be perceived as excessive. We never send promotional emails on Swiss public holidays either, respecting family time and cultural values.
Social networks introduce unique challenges, and our method here is intentionally cautious. We operate verified accounts on selected networks, but we avoid direct‑message promotions or unsolicited friend requests. Any sponsored post aimed at Switzerland goes through a mandatory “pause and review” step, where our compliance team examines the creative against four criteria:
- Does the visual avoid cartoonish imagery, bright neon colours or characters that could attract children?
- Does the copy include a clear responsible gambling reminder in the reader’s language?
- Is the targeting set 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 apply restraint. We target a curated list of Swiss‑relevant keywords that are connected 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 follow 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.
Promotional offers themselves are designed to prevent impulsive conduct. Bonuses available to Swiss players have extended validity durations, often 30 days or more, and we limit the maximum claimable amount. Money back and loyalty rewards are distributed as withdrawable cash rather than locked bonus funds, giving players genuine flexibility. We never demand a deposit to access responsible gambling tools such as deposit limits, session timers and self‑exclusion; these protections are always free, always visible and turned on with a single click.
Legislative System in Switzerland
Switzerland’s gambling landscape is shaped by the Federal Act on Gambling, which came into effect in 2019 and is administered by cantonal authorities and the Federal Gaming Board. While many provisions concentrate on land‑based establishments and the licensed online offerings of Swiss casinos, the law also establishes clear boundaries for marketing communications, especially those targeting residents within the confederation. At My Empire Casino, we consistently follow these principles, even though our international licence originates from a respected offshore jurisdiction.
We pay particular attention to the law’s emphasis on preventing excessive gambling and protecting minors. The Swiss legislator expects gambling advertising to avoid any suggestion that gaming can resolve 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 author or approve is checked against a Swiss‑specific language filter that flags such expressions before publication.
Intercantonal coordination further defines the requirements. Comlot, the intercantonal lottery and betting authority, and the ESBK have issued joint recommendations on gambling advertising, including restrictions on broadcasting hours and digital targeting. Although these recommendations primarily address license holders under the Swiss regime, we have freely integrated 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 preserves an open channel with Swiss compliance experts, ensuring we keep track of legislative updates. Should Switzerland implement a dedicated licensing framework for internationally operated online casinos, we will be ready to pursue and adapt our marketing practices accordingly. Meanwhile, we continue to operate with the highest regard for Swiss sovereignty and consumer protection, viewing regulatory alignment not as a burden but as a competitive differentiator that earns lasting loyalty.
Licensing and Oversight Supervision
My Empire Casino maintains a complete gaming licence issued by the Government of Curaçao, among the best-known regulatory authorities for online gaming. This licence requires us to satisfy rigorous standards in the areas of anti‑money laundering, data protection, fair gaming and responsible marketing. We submit to annual audits conducted by independent testing agencies, and our random number generator is approved to produce truly random outcomes. These credentials form the technical foundation upon all our marketing claims depend.
While Curaçao offers the legal backbone, we have chosen to incorporate additional, jurisdiction‑specific controls on top. For our Swiss audience, this means applying advertising rules that reflect, and in some cases exceed, 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 refreshed in real time and is available for review by our internal audit team at any point.
We are convinced 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, oversees all marketing activities linked to Switzerland. They have direct authority to suspend campaigns, terminate affiliate relationships and, if necessary, block access to players whose behaviour indicates harm. This operational independence secures that commercial pressures never outweigh our duty of care.
Affiliate Programme Guidelines
Our affiliate partners are an component of the My Empire Casino brand, and we require them to maintain the same ethical marketing ethos. Before approval, every future affiliate must complete a detailed application that features a website audit, a examination of historic advertising materials and a signed statement confirming awareness with Swiss marketing particularities. We do not welcome affiliates who run domains that could be misidentified with learning, government or mental‑health websites.
Once cleared, affiliates get access to a collection of pre‑reviewed banners, text links and landing pages. All resources are geo‑targeted, so a visitor connecting from a Swiss IP address will only view promotions that adhere with our Swiss guidelines. Affiliates are by agreement prohibited from changing these materials without our written consent, and any alteration must be re‑submitted through our compliance portal. This zero‑tolerance approach keeps our entire network aligned.
Our affiliate code of conduct outlines explicit dos and don’ts that every partner must follow:
- Always apply age‑restriction overlays and “18+” badges on all promotional content shown to Swiss users.
- Always state the commercial nature of the relationship, using language such as “advertisement” or “sponsored” in a language easily understood by the local audience.
- Never suggest that gambling is a trustworthy source of income, a solution for debt or a alternative 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 approval, and only with personalities who clearly cater to an adult demographic.
Regular surveillance is a vital part of our compliance procedure. We use automated crawlers that check affiliate sites weekly, identifying unapproved changes, missing disclaimers or broken age gates. If a infraction is found, the affiliate receives a 48‑hour notice to rectify the issue. Recurring or serious breaches result in instant suspension of commissions and irreversible removal from the programme. We also retain the right to keep all generated commission for the billing period in which the infraction occurred, a deterrent that emphasizes the gravity of our standards.
Frequently Asked Questions Regarding Our Marketing Guidelines
How does My Empire Casino ensure its marketing respects Swiss cultural standards?
We use a specialized Swiss market advisor who reviews every major campaign for linguistic nuance, imagery and timing. All materials are presented in German, French and Italian, and we steer clear of themes that could be viewed as at odds with Swiss values, such as exaggerated luxury displays or aggressive urgency. We never run promotions during nationally marked moments of remembrance, and we consult local calendars to ensure our advertising rhythm feels respectful rather than invasive.
What occurs if an affiliate breaks the marketing rules?
Affiliates who violate our code of conduct face immediate consequences. Our monitoring systems spot most infringements within 24 hours, and the partner is instantly notified. Minor, first‑time violations usually lead to a compliance warning and mandatory retraining. However, for more serious breaches, such as aiming at minors, using unapproved claims or disguising the commercial nature of the content, we end the agreement immediately and permanently revoke all commission rights. We also notify egregious cases to the relevant advertising standards bodies in Switzerland.
Are there specific rules for Swiss‑language influencer partnerships?
Influencer Content Requirements
Yes, influencer collaborations are subject to heightened 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 demand edits or cancel the partnership if the material does not meet our Responsible Marketing Guidelines.
Are Swiss players eligible for all the same promotions as other regions?
Swiss players benefit from 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.