At My Empire Casino, trust is earned through openness and integrity https://myempires.ch/legal-and-affiliates/. As a brand that hosts Swiss players, we take our responsibility seriously: in how we engage and in how we correspond, promote, and cooperate. These Responsible Marketing Guidelines establish the standards we follow in Switzerland, ensuring every message we share demonstrates our commitment to compliance, consumer security, and ethical behavior. We invite all visitors to examine the principles that direct our licensing, affiliate partnerships, and advertising activities.
Affiliate Program Standards
Our affiliate partners are an part of the My Empire Casino brand, and we ask them to maintain the same accountable marketing ethos. Before onboarding, every future affiliate must submit a comprehensive application that features a website audit, a examination of past advertising materials and a signed affidavit confirming awareness with Swiss marketing nuances. We do not welcome affiliates who operate domains that could be mistaken with learning, governmental or mental‑health sites.
Once approved, affiliates gain access to a collection 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 see promotions that adhere with our Swiss guidelines. Affiliates are contractually prohibited from changing these materials without our written consent, and any modification must be re‑submitted through our compliance portal. This zero‑tolerance approach maintains our entire network aligned.
Our affiliate code of conduct outlines specific 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 disclose the commercial nature of the relationship, using language 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 cure for debt or a replacement 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 figures who clearly attract to an adult demographic.
Regular monitoring is a vital part of our compliance routine. We utilize automated crawlers that check affiliate sites weekly, flagging unapproved changes, missing disclaimers or broken age gates. If a breach is detected, the affiliate gets a 48‑hour warning to rectify the issue. Recurring or serious violations result in immediate suspension of commissions and irreversible removal from the program. We also retain the right to retain all earned commission for the billing period in which the violation occurred, a disincentive that underscores the seriousness of our standards.
Our Commitment to Ethical 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 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 evaluated quarterly by our compliance team, and we regularly 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 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 scrutinise upcoming promotions against both Swiss norms and our own elevated standards.
Equally important is our promise to listen. We proactively 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 clearer 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.
Player Safety and Responsible Gambling Integration
Ethical promotion does not stop once a player signs up. At My Empire Casino, every promotional touchpoint is structured to encourage safer play. After account creation, new Swiss players receive a brief interactive guide that describes 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 review and verify they understand each option before the deposit function becomes active.
Throughout the player lifecycle, we use subtle pop‑ups that reflect real‑time patterns. If our system notices a significant increase in deposit frequency or a decline in balance over a short period, a gentle notification emerges, 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 boosts tool adoption by over forty percent compared to conventional warning banners.
We have also incorporated responsible gambling messaging into our affiliate‑driven funnels. Affiliates are provided 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 emphasising that taking breaks and setting limits is typical 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 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 delete the player from all marketing databases and direct affiliates to suppress any materials that might be shown 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 restored.
Legislative System in Switzerland
Switzerland’s gambling landscape is defined 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 sets clear boundaries for marketing communications, especially those directed at residents within the confederation. At My Empire Casino, we proactively align with these principles, even though our international licence comes from a respected offshore jurisdiction.
We place special emphasis on the law’s emphasis on preventing excessive gambling and protecting minors. The Swiss legislator requires gambling advertising to avoid any suggestion that gaming can resolve 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 author or approve is checked against a Swiss‑specific language filter that marks 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 chiefly concern 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 remain updated on 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 builds lasting loyalty.
Legal and Regulatory Supervision
My Empire Casino holds a full gaming licence issued by the Government of Curaçao, one of the best-known regulatory authorities for online gaming. This licence compels us to fulfill rigorous standards in the areas of anti‑money laundering, data protection, fair gaming and responsible marketing. We submit to annual audits performed by independent testing agencies, and our random number generator is certified to provide truly random outcomes. These credentials constitute the technical foundation which all our marketing claims rest.
While Curaçao offers the legal backbone, we have decided to incorporate 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 maintain a dedicated Swiss compliance file that details every affiliate partner, every promotional material and every media placement targeting the country. This file is updated 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 implement 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, deny access to players whose behaviour indicates harm. This operational independence guarantees that commercial pressures never override our duty of care.
Responsible Advertising and Promotion
Advertising in Switzerland demands a fine balance between brand visibility and social responsibility. We have created a multi‑channel advertising policy that encompasses digital display, social media, email marketing, search engine placements and any future offline campaigns. Every piece of creative is built on the same principle: it must be factually accurate, must not romanticise 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 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 get communications in either German, French or Italian, according to their language preference, and we segment lists to avoid overlapping campaigns that could be viewed as excessive. We never dispatch promotional emails on Swiss public holidays either, valuing family time and cultural values.
Social networks introduce particular challenges, and our strategy here is carefully cautious. We maintain verified accounts on certain networks, but we refrain from direct‑message promotions or unsolicited friend requests. Any sponsored post aimed at Switzerland goes through a mandatory “pause and review” step, where our compliance team reviews the creative against four criteria:
- Is the visual free 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 bid on 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 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.
Marketing deals themselves are organized to discourage impulsive behaviour. 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 awarded as withdrawable cash rather than locked bonus funds, offering 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 enabled with a single click.
Popular Queries Regarding Our Marketing Guidelines
In what way does My Empire Casino guarantee its marketing adheres to Swiss cultural norms?
We engage 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 steer clear of themes that could be seen as inconsistent with Swiss values, such as exaggerated luxury displays or forceful urgency. We never run promotions during nationally observed moments of remembrance, and we consult local calendars to ensure our advertising rhythm feels considerate rather than invasive.
What occurs if an affiliate breaks the marketing rules?
Affiliates who breach our code of conduct face immediate consequences. Our monitoring systems detect most infringements within 24 hours, and the partner is instantly 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 unapproved claims or hiding the commercial nature of the content, we terminate the agreement immediately and irrevocably 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
Absolutely, influencer collaborations are subject to increased scrutiny. We insist that any influencer working in the Swiss market proves 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.
Can Swiss players access 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.