At My Empire Casino, trust is earned through transparency and uprightness https://myempires.ch/legal-and-affiliates/. As a brand that welcomes Swiss players, we take our responsibility diligently: in how we engage and in how we communicate, promote, and collaborate. These Responsible Marketing Guidelines lay out the standards we uphold in Switzerland, guaranteeing every message we share reflects our commitment to conformity, consumer safeguarding, and ethical conduct. We invite all visitors to review the principles that govern our licensing, affiliate connections, and advertising practices.
Our Pledge to Responsible Marketing
We anchor every decision in a clear, consistent promise: to market our services in a way that honors the well‑being of our audience and the legal framework of Switzerland. This means we do not chase growth at the expense of vulnerable individuals, nor do we adopt 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 consider responsible marketing as a continuous journey rather than a one‑time checklist. Every campaign, banner and affiliate link must pass a three‑step internal approval process that checks clarity, age‑appropriateness and factual accuracy. In practice, this means all visuals are devoid of imagery that could appeal to minors, and all bonus terms are displayed with full transparency. We also maintain a dedicated Marketing Ethics Committee that meets monthly to examine upcoming promotions against both Swiss norms and our own elevated standards.
Equally de.wikipedia.org important is our commitment to listen. We proactively monitor feedback from Swiss players, industry watchdogs and affiliate partners. When concerns arise, we look into immediately and adjust our approach. This feedback loop has already led to improvements such as clearer wagering requirement disclosures on landing pages and the abolishment of time‑limited pressure tactics. By putting accountability at the heart of our operations, My Empire Casino shows that entertainment and ethics can indeed go hand in hand.
Ethical Advertising and Campaigns
Advertising in Switzerland demands a delicate 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 principle: it must be factually accurate, must not glorify gambling and must visibly display the message “Play responsibly. 18+.” Our Swiss‑specific landing pages further elaborate 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 obtain communications in either German, French or Italian, according to their language preference, and we divide lists to avoid overlapping campaigns that could be perceived as excessive. We never transmit promotional emails on Swiss public holidays either, respecting family time and cultural values.
Online communities introduce particular challenges, and our strategy here is deliberately cautious. We keep verified accounts on chosen 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 checks the creative against four criteria:
- Does the visual avoid cartoonish imagery, bright neon colours or characters that could draw in children?
- Does the text contain a clear responsible gambling reminder in the reader’s language?
- Are the ads directed at users who are demonstrably 20 years of age or older, adding a buffer above the legal minimum?
- Was the content geo‑fenced to exclude schools, playgrounds and addiction support centres within a 500‑metre radius?
Search engine marketing is another area where we exercise restraint. We bid on a curated list of Swiss‑relevant keywords that are connected to casino entertainment, but we deliberately avoid terms associated with financial distress, loan comparisons or addiction help. Our negative keyword list is updated monthly to capture 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.
Bonus promotions themselves are structured to reduce impulsive conduct. Promotions available to Swiss players have extended validity durations, often 30 days or more, and we limit the maximum claimable amount. Rebate 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 protections are always free, always visible and activated with a single click.
Licensing and Oversight Control
My Empire Casino holds a valid gaming licence granted by the Government of Curaçao, among the most reputable regulatory authorities for online gaming. This licence obliges us to meet 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 deliver truly random outcomes. These credentials form the technical foundation upon all our marketing claims depend.
While Curaçao provides the legal backbone, we have opted to incorporate additional, jurisdiction‑specific controls on top. For our Swiss audience, this means applying advertising rules that mirror, and in some cases surpass, those required by Swiss law. We hold a dedicated Swiss compliance file that describes every affiliate partner, every promotional material and every media placement targeting the country. This file is updated 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, oversees all marketing activities linked to Switzerland. They have direct authority to suspend campaigns, end affiliate relationships and, if necessary, deny access to players whose behaviour indicates harm. This operational independence guarantees that commercial pressures never override our duty of care.
Affiliate Program Standards
Our partner affiliates are an extension of the My Empire Casino brand, and we require them to maintain the same responsible marketing ethos. Before joining, every prospective affiliate must complete a thorough application that features a website audit, a check of past advertising materials and a signed affidavit confirming awareness with Swiss marketing particularities. We do not welcome affiliates who operate domains that could be misidentified with educational, governmental or mental‑health websites.
Once approved, affiliates receive access to a library of pre‑reviewed banners, text links and landing pages. All materials are geo‑targeted, so a visitor connecting from a Swiss IP address will only encounter promotions that comply with our Swiss guidelines. Affiliates are contractually prohibited from modifying these materials without our written approval, and any alteration must be re‑submitted through our compliance portal. This zero‑tolerance approach ensures our entire network unified.
Our affiliate code of conduct sets out explicit dos and don’ts that every partner must adhere to:
- Always employ age‑restriction overlays and “18+” badges on all promotional content visible to Swiss users.
- Always reveal the commercial nature of the arrangement, using language such as “advertisement” or “sponsored” in a language easily understood by the local audience.
- Never indicate that gambling is a trustworthy source of income, a solution for debt or a substitute for professional advice.
- Never direct communications through channels, forums or social media groups where minors are recognized to congregate.
- Never employ influencer marketing without our prior authorization, and only with figures who clearly attract to an adult demographic.
Regular oversight is a essential part of our compliance process. We deploy automated crawlers that review affiliate sites weekly, flagging unapproved changes, missing disclaimers or broken age gates. If a breach is detected, the affiliate is given a 48‑hour notice to correct the issue. Repeated or serious infractions result in immediate suspension of commissions and irreversible removal from the scheme. We also reserve the right to retain all accrued commission for the billing period in which the infraction occurred, a deterrent that emphasizes the gravity of our standards.
Legislative System in Switzerland
Switzerland’s gambling landscape is shaped by the Federal Act on Gambling, which entered into force in 2019 and is enforced 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 establishes clear boundaries for marketing communications, especially those directed at residents within the confederation. At My Empire Casino, we actively adhere to these principles, even though our international licence originates from a respected offshore jurisdiction.
We place special emphasis on the law’s emphasis on preventing excessive gambling and protecting minors. The Swiss legislator requires gambling advertising to avoid any suggestion that gaming can resolve financial problems, replace employment or enhance social status. In response, our copywriting guidelines strictly prohibit language that implies quick wealth, guaranteed wins heute.at or a luxurious lifestyle. Every promotional text we create or approve is checked against a Swiss‑specific language filter that marks such expressions before publication.
Intercantonal coordination further refines 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 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 remain updated on 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 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 builds lasting loyalty.
User Protection and Safe Play Integration
Responsible marketing does not stop once a player signs up. At My Empire Casino, every promotional interaction is designed to reinforce safer play. After account creation, new Swiss players receive a brief interactive guide that describes how to set personalised deposit, loss and wager limits. This guide is mandatory 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 available.
Throughout the player lifecycle, we use non‑intrusive pop‑ups that reflect real‑time activity. If our system detects a significant increase in deposit frequency or a decline in balance over a short period, a gentle notification shows up, outlining activity and offering a direct link to cool‑off tools. These messages are worded positively, “Here is a quick snapshot of your play”, and never use judgmental language. We have observed 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 equipped with a standard widget that presents 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 stressing that taking breaks and setting limits is normal 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 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 direct affiliates to stop any materials that might be served to associated identifiers. Re‑entry is never instant; players must complete a 24‑hour cooling‑off period and a mandatory call with our responsible gambling officer before their account is reinstated.
Common Questions Regarding Our Marketing Guidelines
In what way does My Empire Casino make sure its marketing honors Swiss cultural norms?
We use a specialized Swiss market advisor who reviews every major campaign for linguistic nuance, imagery and timing. All materials are offered in German, French and Italian, and we steer clear of themes that could be perceived as at odds with Swiss values, such as exaggerated luxury displays or forceful urgency. We never run promotions during nationally recognized moments of remembrance, and we check local calendars to ensure our advertising rhythm feels appropriate rather than intrusive.
What is the outcome if an affiliate breaks the marketing rules?
Affiliates who violate our code of conduct face immediate consequences. Our monitoring systems identify most infringements within 24 hours, and the partner is promptly notified. Minor, first‑time violations usually 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 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?
Requirements for Influencer Content
Yes, influencer collaborations are subject to increased scrutiny. We demand that any influencer working in the Swiss market proves 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 passes through our compliance team, and we retain the right to require 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.