At My Empire Casino, trust is earned through transparency and integrity. As a brand that welcomes Swiss players, we take our responsibility seriously: in how we engage and in how we communicate, promote, and collaborate. These Responsible Marketing Guidelines lay out the standards we follow in Switzerland, guaranteeing every message we convey demonstrates our commitment to conformity, consumer security, and ethical behavior. We urge all visitors to consider the principles that govern our licensing, affiliate connections, and advertising activities.
Our Promise to Conscientious Marketing
We base every decision in a distinct, 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 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 consistently 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 lehre.idh.uni-koeln.de assesses clarity, age‑appropriateness and factual accuracy. In practice, this means all visuals are without imagery that could entice 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 examine immediately and adapt 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 shows that entertainment and ethics can indeed go hand in hand.
Responsible Advertising and Campaigns
Advertising in Switzerland needs a careful balance between brand visibility and social responsibility. We have created 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 principle: 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. We only approach individuals who have explicitly opted in, and every email contains 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 seen as excessive. We never send promotional emails on Swiss public holidays either, honouring family time and cultural values.
Social media platforms introduce particular challenges, and our strategy here is carefully cautious. We operate verified accounts on chosen networks, but we refrain from direct‑message promotions or unsolicited friend requests. Any sponsored post targeting Switzerland goes through a mandatory “pause and review” step, where our compliance team examines the creative against four criteria:
- Does the imagery steer clear of cartoonish imagery, bright neon colours or characters that could draw in children?
- Is there 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 show restraint. We compete for a curated list of Swiss‑relevant keywords that are connected 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 directed 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 structured to prevent impulsive actions. Offers available to Swiss players have extended validity terms, often 30 days or more, and we limit the maximum claimable amount. Money back and loyalty rewards are paid out as withdrawable cash rather than locked bonus funds, giving players genuine flexibility. We never require 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.
Legal Framework in Switzerland
Switzerland’s gambling landscape is defined 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 center 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 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 solve 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 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 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 builds lasting loyalty.
Gambler Security and Responsible Gambling Integration
Safe advertising does not cease once a player joins. At My Empire Casino, every promotional contact point is structured to encourage safer play. After account creation, new Swiss players get a brief interactive guide that describes how to set individual deposit, loss and wager limits. This guide is compulsory and cannot be skipped by clicking a simple “accept” button; the player must actively review and confirm they grasp each option before the deposit function becomes available.
Throughout the player lifecycle, we use subtle pop‑ups that reflect real‑time patterns. 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 providing 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 found that this empathetic approach raises tool adoption by over forty percent compared to conventional warning banners.
We have also embedded 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 de-identified, it functions 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 studying harm‑reduction strategies in digital environments.
Self‑exclusion stays the most powerful safety net we provide. Swiss players can self‑exclude for periods ranging 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 suppress any materials that might be delivered 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 reactivated.
Partner Program Guidelines
Our marketing partners are an component of the My Empire Casino brand, and we require them to follow the same ethical marketing ethos. Before onboarding, every future affiliate must submit a thorough application that includes a website audit, a check of past advertising materials and a signed affidavit confirming knowledge with Swiss marketing sensitivities. We do not welcome affiliates who run domains that could be mistaken with academic, government or mental‑health websites.
Once accepted, affiliates get access to a library of pre‑reviewed banners, text links and landing pages. All assets are geo‑targeted, so a visitor connecting from a Swiss IP address will only encounter promotions that conform with our Swiss guidelines. Affiliates are by agreement prohibited from altering these materials without our written permission, and any change must be re‑submitted through our compliance portal. This zero‑tolerance approach ensures our entire network unified.
Our affiliate code of conduct establishes clear dos and don’ts that every partner must follow:
- Always employ age‑restriction overlays and “18+” badges on all promotional content shown to Swiss users.
- Always disclose the commercial nature of the arrangement, using terms such as “advertisement” or “sponsored” in a language easily comprehended by the local audience.
- Never suggest that gambling is a reliable source of income, a remedy for debt or a alternative 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 appeal to an adult demographic.
Regular monitoring is a essential part of our compliance routine. We use automated crawlers that review affiliate sites weekly, identifying unapproved changes, missing disclaimers or broken age gates. If a infraction is found, the affiliate gets a 48‑hour warning to fix the issue. Multiple or serious violations result in instant suspension of commissions and final removal from the program. We also retain the right to hold all earned commission for the billing period in which the breach occurred, a deterrent that emphasizes the importance of our standards.
Legal and Supervisory Control
My Empire Casino maintains a full 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 undergo annual audits carried out by independent testing agencies, and our random number generator is certified to provide 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 add 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 keep 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 accessible for review by our internal audit team at any point.
We believe 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, 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 ensures that commercial pressures never compromise our duty of care.
Frequently Asked Questions About Our Marketing Guidelines
How exactly does My Empire Casino guarantee its marketing honors Swiss cultural standards?
We employ a specialized Swiss market advisor who assesses every major campaign for linguistic nuance, imagery and timing. All materials are presented in German, French and Italian, and we avoid themes that could be seen as inconsistent with Swiss values, such as excessive luxury displays or intense urgency. We never run promotions during nationally observed moments of remembrance, and we consult local calendars to ensure our advertising rhythm feels appropriate rather than disruptive.
What happens if an affiliate violates the marketing rules?
Affiliates who violate our code of conduct face swift consequences. Our monitoring systems detect most infringements within 24 hours, casino my empire, and the partner is immediately notified. Minor, first‑time violations typically lead to a compliance warning and mandatory retraining. However, for more serious breaches, such as directing to 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 report egregious cases to the relevant advertising standards bodies in Switzerland.
Do there exist specific rules for Swiss‑language influencer partnerships?
Content Demands for Influencers
Absolutely, influencer collaborations are subject to increased scrutiny. We demand 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 undergoes 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 receive 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.