At My Empire Casino, trust is established through clarity and uprightness. As a brand that accepts Swiss players, we take our responsibility seriously: in how we entertain and in how we correspond, advertise, and collaborate. These Responsible Marketing Guidelines lay out the standards we uphold in Switzerland, guaranteeing every message we convey demonstrates our commitment to compliance, consumer protection, and ethical conduct. We encourage all visitors to consider the principles that govern our licensing, affiliate partnerships, and advertising practices.
Our Commitment to Conscientious Marketing
We ground every decision in a distinct, 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 never pursue growth at the expense of vulnerable individuals, nor do we use tactics that could be viewed as aggressive or misleading. Our internal marketing policy is evaluated quarterly by our compliance team, and we continuously train staff and partners on the latest regulatory expectations.
We see 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 checks clarity, age‑appropriateness and factual accuracy. In practice, this means all visuals are without imagery that could attract minors, and all bonus terms are shown 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 important is our pledge to listen. We proactively monitor feedback from Swiss players, industry watchdogs and affiliate partners. When concerns arise, we investigate immediately and adjust our approach. This feedback loop has already led to improvements such as better 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.
Licensing and Regulatory Control
My Empire Casino holds a valid gaming licence provided by the Government of Curaçao, among the most reputable 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 participate in 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 on all our marketing claims depend.
While Curaçao provides the legal backbone, we have chosen to add additional, jurisdiction‑specific controls on top. For our Swiss audience, this means applying advertising rules that match, and in some cases surpass, those required by Swiss law. We keep 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 accessible 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 stop campaigns, terminate affiliate relationships and, if necessary, restrict access to players whose behaviour indicates harm. This operational independence ensures that commercial pressures never outweigh our duty of care.
Legal Framework in Switzerland
Switzerland’s gambling landscape is influenced 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 center on land‑based establishments and the licensed online offerings of Swiss casinos, the law also defines clear boundaries for marketing communications, especially those aimed at residents within the confederation. At My Empire Casino, we proactively align with 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 or a luxurious lifestyle. Every promotional text we author or approve is reviewed 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 mainly target 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 keeps 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.
Affiliate Program Requirements
Our affiliate partners are an component of the My Empire Casino brand, and we expect them to maintain the same responsible marketing ethos. Before onboarding, every potential affiliate must fill out a comprehensive application that contains a website audit, a check of historic advertising materials and a signed declaration confirming awareness with Swiss marketing sensitivities. We do not approve affiliates who run domains that could be misidentified with educational, official or mental‑health sites.
Once accepted, affiliates receive access to a library 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 comply with our Swiss guidelines. Affiliates are contractually prohibited from modifying these materials without our written consent, and any modification must be re‑submitted through our compliance portal. This zero‑tolerance strategy ensures our entire network unified.
Our affiliate code of conduct outlines specific 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 disclose the commercial nature of the partnership, using phrases such as “advertisement” or “sponsored” in a language easily understood by the local audience.
- Never imply that gambling is a reliable source of income, a cure for debt or a replacement for professional advice.
- Never aim communications through channels, forums or social media groups where minors are recognized to congregate.
- Never utilize influencer marketing without our prior consent, and only with figures who clearly cater to an adult demographic.
Regular monitoring is a critical part of our compliance process. We deploy automated crawlers that scan affiliate sites weekly, highlighting unapproved changes, missing disclaimers or broken age gates. If a breach is detected, the affiliate gets a 48‑hour notification to fix the issue. Repeated or serious infractions result in immediate suspension of commissions and permanent removal from the programme. We also retain the right to hold all accrued commission for the billing period in which the infraction occurred, a deterrent that underscores the gravity of our standards.
User Protection and Ethical Gaming Integration
Responsible marketing does not stop once a player joins. At My Empire Casino, every promotional interaction is structured to encourage safer play. After account creation, new Swiss players are given a brief interactive guide that describes how to set personalised deposit, loss and wager limits. This guide is required and cannot be bypassed by clicking a simple “accept” button; the player must actively review and acknowledge they understand each option before the deposit function becomes active.
Throughout the player lifecycle, we use non‑intrusive pop‑ups that reflect real‑time patterns. If our system detects a significant increase in deposit frequency or a decline in balance over a short period, a gentle notification appears, 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 accusatory language. We have observed that this empathetic approach raises 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 supplied with a standard widget that displays a live ticker showing average session length and community‑wide responsible gambling tool usage. While the data is anonymised, it serves as a social norming mechanism, subtly reinforcing that taking breaks and setting limits is common behaviour among Swiss players. This novel approach has drawn 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 uphold 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 stop any materials that might be delivered to associated identifiers. Re‑entry is never automated; players must undergo a 24‑hour cooling‑off period and a mandatory call with our responsible gambling officer before their account is reactivated.
Responsible Advertising and Promotion
Advertising in Switzerland needs a careful balance between brand visibility and social responsibility. We have established 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 basis: it must be factually accurate, must not glorify 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 employs a strict permission‑based model https://myempires.ch/legal-and-affiliates/. We only approach individuals who have explicitly opted in, and every email includes 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 viewed as excessive. We never send promotional emails on Swiss public holidays either, honouring family time and cultural values.
Social networks introduce particular challenges, and our method here is intentionally cautious. We maintain verified accounts on chosen networks, but we refrain from direct‑message promotions or unsolicited friend requests. Any sponsored post targeting Switzerland undergoes a mandatory “pause and review” step, where our compliance team checks the creative against four criteria:
- Does the imagery steer clear of cartoonish imagery, bright neon colours or characters that could attract children?
- Does the text contain 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?
- 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 relate to casino entertainment, but we intentionally avoid terms associated with financial distress, loan comparisons or addiction help. Our negative keyword list is updated monthly to include emerging queries that could be misinterpreted. When Swiss users follow our paid link, they are sent 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 structured to prevent impulsive actions. 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 paid out as withdrawable cash rather than locked bonus funds, offering players genuine flexibility. We never demand a deposit to access responsible gambling tools such as deposit limits, session timers and self‑exclusion; these measures are always free, always visible and activated with a single click.
Frequently Asked Questions Regarding Our Marketing Guidelines
In what way does My Empire Casino make sure its marketing respects Swiss cultural norms?
We engage a dedicated Swiss market advisor who evaluates every major campaign for linguistic nuance, imagery and timing. All materials are available in German, French and Italian, and we steer clear of themes that could be seen as incompatible with Swiss values, such as excessive luxury displays or forceful urgency. We never run promotions during nationally recognized moments of remembrance, and we refer to local calendars to ensure our advertising rhythm feels appropriate rather than intrusive.
What happens if an affiliate infringes the marketing rules?
Affiliates who violate our code of conduct face swift consequences. Our monitoring systems detect most infringements within 24 hours, and the partner is immediately notified. Minor, first‑time violations usually lead to a compliance warning and mandatory retraining. However, for more serious breaches, such as targeting minors, using unapproved claims or hiding the commercial nature of the content, we end the agreement immediately and irrevocably revoke all commission rights. We also report egregious cases to the relevant advertising standards bodies in Switzerland.
Is there specific rules for Swiss‑language influencer partnerships?
Influencer Content Requirements
Indeed, 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 goes 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.
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.