At My Empire Casino, trust is earned through transparency and integrity. As a brand that hosts Swiss players, we take our responsibility earnestly: in how we engage and in how we communicate, advertise, and partner. These Responsible Marketing Guidelines set forth the standards we uphold in Switzerland, making sure every message we disseminate demonstrates our commitment to compliance, consumer security, and ethical conduct. We urge all visitors to review the principles that govern our licensing, affiliate connections, and advertising practices.
Our Commitment to Responsible Marketing
We anchor every decision in a distinct, cohesive promise: to market our services in a way that respects 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 interpreted 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 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 assesses clarity, age‑appropriateness and factual accuracy. In practice, this means all visuals are free of imagery that could entice minors, and all bonus terms are presented 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 diligently monitor feedback from Swiss players, industry watchdogs and affiliate partners. When concerns arise, we examine immediately and modify our approach. This feedback loop has already led to improvements such as better 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 proves that entertainment and ethics can indeed go hand in hand.
Regulatory Structure in Switzerland
Switzerland’s gambling landscape is shaped by the Federal Act on Gambling, which came into effect 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 actively adhere to these principles, even though our international licence derives from a respected offshore jurisdiction.
We pay particular attention to 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 firmly forbid language that implies quick wealth, guaranteed wins or a luxurious lifestyle. Every promotional text we create 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 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 maintains an open channel with Swiss compliance experts, ensuring we stay abreast 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 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.
Affiliate Program Standards
Our affiliate partners are an component of the My Empire Casino brand, and we ask them to uphold the same responsible marketing ethos. Before onboarding, every potential affiliate must submit a thorough application that contains a website audit, a check of historic advertising materials and a signed statement confirming knowledge with Swiss marketing particularities. We do not accept affiliates who operate domains that could be misidentified with learning, official or mental‑health resources.
Once approved, affiliates receive access to a library 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 comply with our Swiss guidelines. Affiliates are contractually prohibited from altering these materials without our written consent, and any alteration must be re‑submitted through our compliance portal. This zero‑tolerance strategy maintains our entire network aligned.
Our affiliate code of conduct sets out specific https://www.bild.de/casinos/ dos and don’ts that every partner must follow:
- Always use age‑restriction overlays and “18+” badges on all promotional content visible to Swiss users.
- Always state the commercial nature of the partnership, using terms such as “advertisement” or “sponsored” in a language easily understood by the local audience.
- Never imply that gambling is a reliable source of income, a remedy 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 individuals who clearly appeal to an adult demographic.
Regular surveillance is a vital part of our compliance routine. We use automated crawlers that review affiliate sites weekly, highlighting unapproved changes, missing disclaimers or broken age gates. If a violation is detected, the affiliate gets a 48‑hour notification to fix the issue. Recurring or serious breaches result in instant suspension of commissions and permanent removal from the programme. We also keep the right to keep all accrued commission for the billing period in which the breach occurred, a deterrent that underscores the gravity of our standards.
User Protection and Responsible Gambling Integration
Responsible marketing does not end once a player registers. At My Empire Casino, every promotional interaction is designed to encourage safer play. After account creation, new Swiss players are given a brief interactive guide that explains how to set personalised deposit, loss and wager limits. This guide is compulsory and cannot be bypassed by clicking a simple “accept” button; the player must actively go through and confirm they comprehend each option before the deposit function becomes accessible.
Throughout the player lifecycle, myempirecasino, we use subtle pop‑ups that reflect 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 shows up, outlining 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 accusatory 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 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 normal behaviour among Swiss players. This novel approach has drawn interest from academics examining harm‑reduction strategies in digital environments.
Self‑exclusion is the most powerful safety net we offer. Swiss players can self‑exclude for periods spanning 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 served 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 restored.
Regulatory and Oversight Control
My Empire Casino maintains a valid gaming licence issued by the Government of Curaçao, one of the best-known 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 undergo annual audits carried out by independent testing agencies, and our random number generator is verified to produce truly random outcomes. These credentials form the technical foundation upon all our marketing claims rest.
While Curaçao offers the legal backbone, we have chosen 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 maintain a dedicated Swiss compliance file that describes every affiliate partner, every promotional material and every media placement targeting the country. This file is revised in real time and is accessible for review by our internal audit team at any point.
We consider that a licence is only as credible as the people who implement 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 stop campaigns, end affiliate relationships and, if necessary, deny access to players whose behaviour indicates harm. This operational independence guarantees that commercial pressures never outweigh our duty of care.
Ethical Advertising and Campaigns
Advertising in Switzerland requires 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 built on the same basis: it must be factually accurate, must not glamourise 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 reach individuals who have explicitly opted in, and every email includes 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 perceived as excessive. We never send promotional emails on Swiss public holidays either, respecting family time and cultural values.
Social media platforms pose specific challenges, and our strategy here is deliberately cautious. We keep verified accounts on selected networks, but we avoid direct‑message promotions or unsolicited friend requests. Any sponsored post targeting Switzerland undergoes a mandatory “pause and review” step, where our compliance team reviews the creative against four criteria:
- Does the imagery steer clear of cartoonish imagery, bright neon colours or characters that could appeal to 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 show restraint. We bid on a curated list of Swiss‑relevant keywords that are connected to casino entertainment, but we deliberately 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 click on 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.
Promotional offers themselves are organized to prevent impulsive behaviour. Promotions available to Swiss players feature extended validity terms, often 30 days or more, and we cap the maximum claimable amount. Cashback and loyalty rewards are paid out as withdrawable cash rather than locked bonus funds, providing 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 enabled with a single click.
Common Questions Concerning Our Marketing Guidelines
How does My Empire Casino ensure its marketing honors Swiss cultural expectations?
We use a dedicated Swiss market advisor who evaluates every major campaign for linguistic nuance, imagery and timing. All materials are presented in German, French and Italian, and we refrain from themes that could be seen as at odds with Swiss values, such as excessive luxury displays or aggressive 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 is the outcome if an affiliate infringes the marketing rules?
Affiliates who break our code of conduct face swift consequences. Our monitoring systems detect most infringements within 24 hours, 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 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 submit egregious cases to the relevant advertising standards bodies in Switzerland.
Is there specific rules for Swiss‑language influencer partnerships?
Influencer Content Requirements
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 passes through 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.