At My Empire Casino, trust is earned through openness and honesty. As a brand that welcomes Swiss players, we take our responsibility seriously: in how we engage and in how we communicate, advertise, and collaborate. These Responsible Marketing Guidelines lay out the standards we follow in Switzerland, guaranteeing every message we convey embodies our commitment to conformity, consumer safeguarding, and ethical behavior. We urge all visitors to examine the principles that govern our licensing, affiliate partnerships, and advertising practices.
User Protection and Safe Play Integration
Safe advertising does not cease once a player signs up. At My Empire Casino, every promotional interaction is structured to reinforce safer play. After account creation, new Swiss players are given a brief interactive guide that outlines 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 go through and acknowledge they grasp each option before the deposit function becomes available.
Throughout the player lifecycle, we use non‑intrusive pop‑ups that reflect real‑time activity. 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 worded positively, “Here is a quick snapshot of your play”, and never use accusatory language. We have observed 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 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 de-identified, it functions as a social norming mechanism, subtly reinforcing that taking breaks and setting limits is typical 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 offer. Swiss players can self‑exclude for periods ranging 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 tell affiliates to stop any materials that might be delivered to associated identifiers. Re‑entry is never automated; players must complete a 24‑hour cooling‑off period and a mandatory call with our responsible gambling officer before their account is restored.
Ethical Advertising and Marketing
Advertising in Switzerland needs a delicate 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 built on the same foundation: 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 follows a strict permission‑based model. We only approach individuals who have explicitly opted in, and every email features a single‑click unsubscribe link. Swiss subscribers receive 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, respecting family time and cultural values.
Social media platforms pose particular challenges, and our approach here is carefully cautious. We maintain verified accounts on chosen 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:
- Is the visual free of cartoonish imagery, bright neon colours or characters that could draw in children?
- Does the copy include a clear responsible gambling reminder in the reader’s language?
- Are the ads directed at 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 myempires.ch. We bid on a curated list of Swiss‑relevant keywords that pertain 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 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 designed to discourage impulsive behaviour. Offers available to Swiss players carry extended validity periods, 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 safeguards are always free, always visible and turned on with a single click.
Our Commitment to Conscientious Marketing
We base every decision in a well-defined, unifying 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 employ tactics that could be viewed as aggressive or misleading. Our internal marketing policy is assessed quarterly by our compliance team, and we consistently train staff and partners on the latest regulatory expectations.
We consider 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 evaluates clarity, age‑appropriateness and factual accuracy. In practice, this means all visuals are devoid of 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 review 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 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 proves that entertainment and ethics can indeed go hand in hand.
Legislative System in Switzerland
Switzerland’s gambling landscape is shaped 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 concentrate 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 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 demands 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 draft or approve is checked against a Swiss‑specific language filter that identifies 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 primarily address license holders under the Swiss regime, we have voluntarily incorporated 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, 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 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.
Frequently Asked Questions About Our Marketing Guidelines
In what way does My Empire Casino guarantee its marketing honors Swiss cultural expectations?
We engage 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 seen as inconsistent with Swiss values, such as overstated luxury displays or intense 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 breaks the marketing rules?
Affiliates who breach our code of conduct face prompt consequences. Our monitoring systems spot most infringements within 24 hours, and the partner is instantly 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 terminate 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?
Requirements for Influencer Content
Indeed, influencer collaborations are subject to heightened 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.
Can Swiss players access 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.
Licensing and Regulatory Oversight
My Empire Casino maintains a full gaming licence provided by the Government of Curaçao, one of the best-known 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 submit to annual audits carried out by independent testing agencies, and our random number generator is approved to produce truly random outcomes. These credentials form the technical foundation which all our marketing claims depend.
While Curaçao offers the legal backbone, we have chosen to add additional, jurisdiction‑specific controls on top. For our Swiss audience, this involves applying advertising rules that mirror, and in some cases exceed, 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 revised in real time and is ready 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 suspend campaigns, terminate affiliate relationships and, if necessary, block access to players whose behaviour indicates harm. This operational independence ensures that commercial pressures never outweigh our duty of care.
Partner Program Standards
Our partner affiliates are an part of the My Empire Casino brand, and we require them to follow the same ethical marketing ethos. Before joining, every future affiliate must fill out a detailed application that includes a website audit, a examination of past advertising materials and a signed declaration confirming familiarity with Swiss marketing particularities. We do not welcome affiliates who manage domains that could be confused with academic, government or mental‑health websites.
Once approved, affiliates gain access to a set of pre‑reviewed banners, text links and landing pages. All assets are geo‑targeted, so a user connecting from a Swiss IP address will only view promotions that adhere with our Swiss guidelines. Affiliates are by agreement prohibited from changing these materials without our written approval, and any modification must be re‑submitted through our compliance portal. This zero‑tolerance method ensures our entire network unified.
Our affiliate code of conduct outlines explicit dos and don’ts that every partner must adhere to:
- Always use age‑restriction overlays and “18+” badges on all promotional content visible to Swiss users.
- Always state the commercial nature of the arrangement, using phrases such as “advertisement” or “sponsored” in a language easily grasped by the local audience.
- Never suggest that gambling is a reliable source of income, a cure for debt or a alternative for professional advice.
- Never aim communications through channels, forums or social media groups where minors are known to congregate.
- Never utilize influencer marketing without our prior approval, and only with personalities who clearly cater to an adult demographic.
Regular oversight is a critical part of our compliance routine. We utilize automated crawlers that check affiliate sites weekly, highlighting unapproved changes, missing disclaimers or broken age gates. If a infraction is detected, the affiliate is given a 48‑hour warning to rectify the issue. Repeated or serious violations result in prompt suspension of commissions and permanent removal from the programme. We also reserve the right to hold all earned commission for the billing period in which the infraction occurred, a disincentive that underscores the importance of our standards.
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