At My Empire Casino, trust is established through openness and integrity https://myempires.ch/legal-and-affiliates/. As a brand that accepts Swiss players, we take our responsibility earnestly: in how we entertain and in how we interact, promote, and cooperate. These Responsible Marketing Guidelines set forth the standards we uphold in Switzerland, guaranteeing every message we convey demonstrates our commitment to adherence, consumer security, and ethical practices. We invite all visitors to examine the principles that guide our licensing, affiliate connections, and advertising methods.
Legal and Regulatory Supervision
My Empire Casino possesses a valid gaming licence granted by the Government of Curaçao, among the most reputable regulatory authorities for online gaming. This licence obliges us to satisfy rigorous standards in the areas of anti‑money laundering, data protection, fair gaming and responsible marketing. We submit to annual audits carried out by independent testing agencies, and our random number generator is approved to deliver truly random outcomes. These credentials represent the technical foundation which all our marketing claims rest.
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 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 updated in real time and is available for review by our internal audit team at any point.
We consider that a licence is only as credible as the people who uphold it. Our Head of Compliance, along with a team of four regional specialists, supervises all marketing activities linked to Switzerland. They have direct authority to halt campaigns, terminate affiliate relationships and, if necessary, restrict access to players whose behaviour indicates harm. This operational independence secures that commercial pressures never outweigh our duty of care.
Legislative System in Switzerland
Switzerland’s gambling landscape is defined by the Federal Act on Gambling, which became law in 2019 and is enforced 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 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 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 solve financial problems, replace employment or enhance social status. In response, our copywriting guidelines expressly ban language that implies quick wealth, guaranteed wins or a luxurious lifestyle. Every promotional text we author or approve is screened against a Swiss‑specific language filter that marks 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 chiefly concern 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 stay abreast of legislative updates. Should Switzerland establish 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 earns lasting loyalty.
Our Promise to Ethical Marketing
We anchor every decision in a well-defined, consistent promise: to market our services in a way that upholds 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 reviewed quarterly by our compliance team, and we regularly train staff and partners on the latest regulatory expectations.
We see 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 checks clarity, age‑appropriateness and factual accuracy. In practice, this means all visuals are without imagery that could appeal to minors, and all bonus terms are presented with full transparency. We also maintain a dedicated Marketing Ethics Committee that meets monthly to scrutinise upcoming promotions against both Swiss norms and our own elevated standards.
Equally important is our commitment to listen. We actively 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 more transparent 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.
Gambler Security and Ethical Gaming Integration
Responsible marketing does not end once a player registers. At My Empire Casino, every promotional touchpoint is crafted to promote 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 verify they grasp each option before the deposit function becomes available.
Throughout the player lifecycle, we use unobtrusive 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 emerges, summarising 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 raises 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 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 anonymised, it functions as a social norming mechanism, subtly emphasising that taking breaks and setting limits is common behaviour among Swiss players. This novel approach has attracted interest from academics studying harm‑reduction strategies in digital environments.
Self‑exclusion stays the most powerful safety net we have. Swiss players can self‑exclude for periods ranging from six months to five years with a single request, and we respect 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 delivered to associated identifiers. Re‑entry is never instant; players must go through a 24‑hour cooling‑off period and a mandatory call with our responsible gambling officer before their account is reactivated.
Responsible Advertising and Campaigns
Advertising in Switzerland requires a delicate balance between brand visibility and social responsibility. We have established a multi‑channel advertising policy that includes digital display, social media, email marketing, search engine placements and any future offline campaigns. Every piece of creative is founded on the same basis: it must be factually accurate, must not romanticise 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 follows a strict permission‑based model. We only reach individuals who have explicitly opted in, and every email includes a single‑click unsubscribe link. Swiss subscribers get communications in either German, French or Italian, according to their language preference, and we segment lists to avoid overlapping campaigns that could be seen as excessive. We never dispatch promotional emails on Swiss public holidays either, valuing family time and cultural values.
Social networks pose specific challenges, and our approach here is carefully cautious. We maintain verified accounts on selected networks, but we refrain from 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:
- Is the visual free of 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?
- Is the audience limited 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 target a curated list of Swiss‑relevant keywords that relate 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 taken 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 organized to discourage impulsive actions. Bonuses available to Swiss players carry extended validity durations, often 30 days or more, and we restrict the maximum claimable amount. Money back and loyalty rewards are awarded 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 measures are always free, always visible and activated with a single click.
Partner Program Guidelines
Our partner affiliates are an extension of the My Empire Casino brand, and we require them to maintain the same accountable marketing ethos. Before onboarding, every future affiliate must submit a thorough application that contains a website audit, a check of previous advertising materials and a signed affidavit confirming knowledge with Swiss marketing nuances. We do not approve affiliates who manage domains that could be misidentified with educational, official or mental‑health sites.
Once cleared, affiliates gain access to a set of pre‑reviewed banners, text links and landing pages. All assets 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 approval, and any change must be re‑submitted through our compliance portal. This zero‑tolerance method ensures our entire network aligned.
Our affiliate code of conduct sets out clear dos and don’ts that every partner must observe:
- Always use age‑restriction overlays and “18+” badges on all promotional content displayed to Swiss users.
- Always disclose the commercial nature of the relationship, using terms such as “advertisement” or “sponsored” in a language easily comprehended by the local audience.
- Never imply that gambling is a trustworthy source of income, a solution for debt or a replacement for professional advice.
- Never aim 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 personalities who clearly appeal to an adult demographic.
Regular surveillance is a essential part of our compliance procedure. We deploy automated crawlers that review affiliate sites weekly, identifying unapproved changes, missing disclaimers or broken age gates. If a breach is discovered, the affiliate receives a 48‑hour notice to rectify the issue. Repeated or serious violations result in instant suspension of commissions and irreversible removal from the scheme. We also keep the right to retain all generated commission for the billing period in which the breach occurred, a preventive measure that underscores the gravity of our standards.
Common Questions Regarding Our Marketing Guidelines
In what way does My Empire Casino make sure its marketing honors Swiss cultural norms?
We engage a focused 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 perceived as incompatible with Swiss values, such as overstated luxury displays or forceful 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 invasive.
What occurs if an affiliate violates the marketing rules?
Affiliates who breach our code of conduct face immediate 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 aiming at minors, using unapproved claims or concealing the commercial nature of the content, we cancel the agreement immediately and irrevocably 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?
Content Demands for Influencers
Yes, influencer collaborations are subject to enhanced scrutiny. We require 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.
Are Swiss players eligible for 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.
