At My Empire Casino, trust is built through clarity and uprightness. As a brand that accepts Swiss players, we take our responsibility seriously: in how we delight and in how we correspond, promote, and partner. These Responsible Marketing Guidelines lay out the standards we adhere to in Switzerland, ensuring every message we convey embodies our commitment to conformity, consumer protection, and ethical conduct. We invite all visitors to review the principles that direct our licensing, affiliate relationships, and advertising practices.
Affiliate Programme Requirements
Our partner affiliates are an component of the My Empire Casino brand, and we ask them to follow the same ethical marketing ethos. Before onboarding, every future affiliate must fill out a comprehensive application that features a website audit, a review of past advertising materials and a signed statement confirming familiarity with Swiss marketing sensitivities. We do not approve affiliates who operate domains that could be mistaken with learning, governmental or mental‑health websites.
Once approved, affiliates gain access to a set of pre‑reviewed banners, text links and landing pages. All resources 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 modifying these materials without our written consent, and any change must be re‑submitted through our compliance portal. This zero‑tolerance strategy ensures our entire network aligned.
Our affiliate code of conduct outlines explicit dos and don’ts that every partner must follow:
- Always use age‑restriction overlays and “18+” badges on all promotional content shown to Swiss users.
- Always disclose the commercial nature of the arrangement, using language such as “advertisement” or “sponsored” in a language easily grasped by the local audience.
- Never imply that gambling is a trustworthy source of income, a cure for debt or a substitute for professional advice.
- Never aim 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 monitoring is a critical part of our compliance process. We deploy automated crawlers that review affiliate sites weekly, identifying unapproved changes, missing disclaimers or broken age gates. If a violation is found, the affiliate is given a 48‑hour notice to fix the issue. Repeated or serious infractions result in instant suspension of commissions and permanent removal from the programme. We also retain the right to keep all accrued commission for the billing period in which the violation occurred, a preventive measure that emphasizes the seriousness of our standards.
Regulatory Structure in Switzerland
Switzerland’s gambling landscape is influenced by the Federal Act on Gambling, which entered into force in 2019 and is overseen 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 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 demands gambling advertising to avoid any suggestion that gaming can fix 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 draft or approve is reviewed against a Swiss‑specific language filter that flags such expressions before publication.
Intercantonal coordination further defines the requirements. Comlot, the intercantonal lottery and betting authority, and the ESBK have published 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 willingly adopted 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 preserves an open channel with Swiss compliance experts, ensuring we keep track of legislative updates. Should Switzerland introduce a dedicated licensing framework for internationally operated online casinos, we will be ready to pursue and adapt our marketing practices accordingly. Meanwhile, we carry on 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 Ethical Gaming Integration
Safe advertising does not cease once a player registers. At My Empire Casino, every promotional contact point is structured to encourage safer play. After account creation, new Swiss players receive a brief interactive guide that describes how to set custom deposit, loss and wager limits. This guide is mandatory and cannot be skipped by clicking a simple “accept” button; the player must actively scroll through and confirm they comprehend 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 shows up, summarising activity and providing a direct link to cool‑off tools. These messages are framed positively, “Here is a quick snapshot of your play”, and never use blaming 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 provided with a standard widget that presents a live ticker showing average session length and community‑wide responsible gambling tool usage. While the data is de-identified, it serves as a social norming mechanism, subtly stressing that taking breaks and setting limits is common behaviour among Swiss players. This novel approach has attracted interest from academics researching harm‑reduction strategies in digital environments.
Self‑exclusion is 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 remove the player from all marketing databases and direct affiliates to stop 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.
Popular Queries Regarding Our Marketing Guidelines
How does My Empire Casino guarantee its marketing respects Swiss cultural norms?
We employ a dedicated 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 viewed 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 considerate rather than intrusive.
What occurs if an affiliate infringes the marketing rules?
Affiliates who violate our code of conduct face immediate consequences. Our monitoring systems detect most infringements within 24 hours, and the partner is promptly notified. Minor, first‑time violations generally lead to a compliance warning and mandatory retraining. However, for more serious breaches, such as targeting minors, using prohibited claims or concealing the commercial nature of the content, we cancel the agreement immediately and permanently revoke all commission rights. We also report egregious cases to the relevant advertising standards bodies in Switzerland.
Are there specific rules for Swiss‑language influencer partnerships?
Content Demands for Influencers
Yes, influencer collaborations are subject to enhanced 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 demand 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.
Ethical Advertising and Marketing
Advertising in Switzerland demands a delicate balance between brand visibility and social responsibility. We have created 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 glorify gambling and must visibly bear the message “Play responsibly. 18+.” Our Swiss‑specific landing pages further build 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 get 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 dispatch promotional emails on Swiss public holidays either, valuing family time and cultural values.
Social networks pose unique challenges, and our strategy here is intentionally cautious. We keep verified accounts on certain networks, but we refrain from direct‑message promotions or unsolicited friend requests. Any sponsored post directed 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 attract 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 exercise restraint. We target 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 capture emerging queries that could be misinterpreted. When Swiss users tap 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.
Bonus promotions themselves are structured to reduce impulsive conduct. Bonuses available to Swiss players have extended validity durations, 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 safeguards are always free, always visible and activated with a single click.
Regulatory and Supervisory Supervision
My Empire Casino possesses a complete gaming licence provided by the Government of Curaçao, among the most reputable regulatory authorities for online gaming https://myempires.ch/legal-and-affiliates/. This licence obliges us to meet rigorous standards in the areas of anti‑money laundering, data protection, fair gaming and responsible marketing. We submit to annual audits conducted by independent testing agencies, and our random number generator is certified to produce truly random outcomes. These credentials constitute the technical foundation on all our marketing claims are based.
While Curaçao supplies the legal backbone, we have decided to layer 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 hold 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 available 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, supervises all marketing activities linked to Switzerland. They have direct authority to halt campaigns, terminate affiliate relationships and, if necessary, block access to players whose behaviour indicates harm. This operational independence guarantees that commercial pressures never outweigh our duty of care.
Our Pledge to Ethical Marketing
We ground every decision in a well-defined, 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 avoid growth at the expense of vulnerable individuals, nor do we employ tactics that could be viewed as aggressive or misleading. Our internal marketing policy is assessed quarterly by our compliance team, and we continuously train staff and partners on the latest regulatory expectations.
We view 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 assesses clarity, age‑appropriateness and factual accuracy. In practice, this means all visuals are free 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 review upcoming promotions against both Swiss norms and our own elevated standards.
Equally important is our promise to listen. We diligently monitor feedback from Swiss players, industry watchdogs and affiliate partners. When concerns arise, we look into immediately and modify our approach. This feedback loop has already led to improvements such as more transparent 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.
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