At My Empire Casino, trust is built through openness and uprightness. As a brand that accepts Swiss players, we take our responsibility earnestly: in how we entertain and in how we correspond, advertise, and cooperate. These Responsible Marketing Guidelines set forth the standards we uphold in Switzerland, making sure every message we convey demonstrates our commitment to compliance, consumer safeguarding, and ethical practices. We encourage all visitors to review the principles that direct our licensing, affiliate connections, and advertising activities.
Our Commitment to Conscientious Marketing
We base 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 use tactics that could be viewed as aggressive or misleading. Our internal marketing policy is evaluated quarterly by our compliance team, and we consistently train staff and partners on the latest regulatory expectations.
We view 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 assesses 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 examine 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 investigate 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 demonstrates that entertainment and ethics can indeed go hand in hand.
Legal and Supervisory Supervision
My Empire Casino possesses a complete gaming licence granted by the Government of Curaçao, amongst the most established regulatory authorities for online gaming. This licence requires us to meet 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 form the technical foundation which all our marketing claims are based.
While Curaçao provides the legal backbone, we have decided to incorporate additional, jurisdiction‑specific controls on top. For our Swiss audience, this involves applying advertising rules that match, and in some cases exceed, those required by Swiss law. We hold a dedicated Swiss compliance file that lists every affiliate partner, every promotional material and every media placement targeting the country. This file is updated in real time and is accessible for review by our internal audit team at any point.
We believe that a licence is only as credible as the people who enforce 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 suspend campaigns, cancel affiliate relationships and, if necessary, restrict access to players whose behaviour indicates harm. This operational independence guarantees that commercial pressures never compromise our duty of care.
Legal Framework in Switzerland
Switzerland’s gambling landscape is defined 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 aimed at 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 give special consideration 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 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 draft or approve is screened against a Swiss‑specific language filter that flags 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 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 maintains an open channel with Swiss compliance experts, casino my empire affiliate partnerschaft, ensuring we keep track of legislative updates. Should Switzerland implement 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 earns lasting loyalty.
Ethical Advertising and Promotion
Advertising in Switzerland needs a fine 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 founded on the same basis: it must be factually accurate, must not glamourise gambling and must visibly carry the message “Play responsibly. hier nachschauen 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 contact individuals who have explicitly opted in, and every email features a single‑click unsubscribe link. Swiss subscribers get 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 transmit promotional emails on Swiss public holidays either, honouring family time and cultural values.
Social networks pose specific challenges, and our method here is deliberately cautious. We keep verified accounts on certain networks, but we do not engage in direct‑message promotions or unsolicited friend requests. Any sponsored post aimed at Switzerland undergoes a mandatory “pause and review” step, where our compliance team examines 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?
- 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 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 cover emerging queries that could be misinterpreted. When Swiss users tap 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.
Promotional offers themselves are organized to discourage impulsive behaviour. Promotions available to Swiss players have extended validity periods, 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, offering 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 turned on with a single click.
Affiliate Program Requirements
Our marketing partners are an extension of the My Empire Casino brand, and we ask them to uphold the same ethical marketing ethos. Before joining, every potential affiliate must submit a thorough application that features a website audit, a check of previous advertising materials and a signed statement confirming knowledge with Swiss marketing nuances. We do not welcome affiliates who manage domains that could be confused with educational, government or mental‑health resources.
Once approved, affiliates get access to a set of pre‑reviewed banners, text links and landing pages. All resources are geo‑targeted, so a user connecting from a Swiss IP address will only encounter promotions that comply with our Swiss guidelines. Affiliates are by agreement prohibited from modifying these materials without our written approval, and any alteration must be re‑submitted through our compliance portal. This zero‑tolerance strategy ensures our entire network aligned.
Our affiliate code of conduct sets out specific dos and don’ts that every partner must observe:
- Always employ age‑restriction overlays and “18+” badges on all promotional content visible to Swiss users.
- Always reveal 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 dependable source of income, a solution for debt or a replacement for professional advice.
- Never target communications through channels, forums or social media groups where minors are recognized to congregate.
- Never employ influencer marketing without our prior consent, and only with figures who clearly appeal to an adult demographic.
Regular oversight is a vital part of our compliance routine. We utilize automated crawlers that scan affiliate sites weekly, identifying unapproved changes, missing disclaimers or broken age gates. If a infraction is discovered, the affiliate gets a 48‑hour warning to correct the issue. Repeated or serious breaches result in immediate suspension of commissions and irreversible removal from the program. We also keep the right to keep all generated commission for the billing period in which the breach occurred, a deterrent that reinforces the seriousness of our standards.
Player Safety and Responsible Gambling Integration
Ethical promotion does not end once a player registers. At My Empire Casino, every promotional touchpoint is structured to reinforce safer play. After account creation, new Swiss players are given a brief interactive guide that outlines how to set individual deposit, loss and wager limits. This guide is required and cannot be skipped by clicking a simple “accept” button; the player must actively scroll through and verify they grasp each option before the deposit function becomes accessible.
Throughout the player lifecycle, we use unobtrusive pop‑ups that mirror real‑time behaviour. If our system identifies 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 judgmental language. We have discovered that this empathetic approach increases 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 anonymised, it functions 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 examining harm‑reduction strategies in digital environments.
Self‑exclusion stays the most powerful safety net we have. 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 take out the player from all marketing databases and tell 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 reinstated.
Popular Queries Regarding Our Marketing Guidelines
How exactly does My Empire Casino make sure its marketing honors Swiss cultural norms?
We employ a dedicated Swiss market advisor who evaluates 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 incompatible with Swiss values, such as exaggerated 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 respectful rather than intrusive.
What happens if an affiliate violates 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 promptly notified. Minor, first‑time violations typically lead to a compliance warning and mandatory retraining. However, for more serious breaches, such as aiming at minors, using unauthorized 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.
Is there specific rules for Swiss‑language influencer partnerships?
Requirements for Influencer Content
Indeed, influencer collaborations are subject to enhanced scrutiny. We require that any influencer working in the Swiss market demonstrates 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 undergoes 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.
