At My Empire Casino, trust is built through transparency and honesty https://myempires.ch/legal-and-affiliates/. As a brand that hosts Swiss players, we take our responsibility earnestly: in how we engage and in how we correspond, advertise, and cooperate. These Responsible Marketing Guidelines lay out the standards we follow in Switzerland, ensuring every message we disseminate embodies our commitment to adherence, consumer security, and ethical practices. We invite all visitors to examine the principles that govern our licensing, affiliate connections, and advertising practices.

Responsible Advertising and Promotion

Advertising in Switzerland requires 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 foundation: it must be factually accurate, must not glamourise gambling and must visibly carry 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 contact 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 categorise 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 networks present unique challenges, and our method here is intentionally cautious. We keep verified accounts on selected 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:

1. Does the imagery steer clear of cartoonish imagery, bright neon colours or characters that could attract children?
2. Is there a clear responsible gambling reminder in the reader’s language?
3. Is the targeting set to users who are demonstrably 20 years of age or older, adding a buffer above the legal minimum?
4. Is the post 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 relate 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 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 structured to reduce impulsive actions. Bonuses available to Swiss players carry extended validity terms, often 30 days or more, and we restrict the maximum claimable amount. Cashback 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.

Partner Program Standards

Our marketing partners are an extension of the My Empire Casino brand, and we ask them to maintain the same accountable marketing ethos. Before approval, every prospective affiliate must fill out a detailed application that contains a website audit, a check of previous advertising materials and a signed declaration confirming awareness with Swiss marketing particularities. We do not accept affiliates who run domains that could be confused with learning, government or mental‑health sites.

Once approved, affiliates receive access to a library of pre‑reviewed banners, text links and landing pages. All materials are geo‑targeted, so a user connecting from a Swiss IP address will only encounter promotions that conform with our Swiss guidelines. Affiliates are legally prohibited from modifying 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 outlines specific dos and don’ts that every partner must observe:

• Always employ age‑restriction overlays and “18+” badges on all promotional content visible to Swiss users.
• Always state the commercial nature of the arrangement, using terms such as “advertisement” or “sponsored” in a language easily grasped by the local audience.
• Never imply that gambling is a dependable source of income, a remedy for debt or a replacement for professional advice.
• Never direct communications through channels, forums or social media groups where minors are recognized to congregate.
• Never use influencer marketing without our prior authorization, and only with figures who clearly attract to an adult demographic.

Regular surveillance is a vital part of our compliance routine. We utilize automated crawlers that scan affiliate sites weekly, flagging unapproved changes, missing disclaimers or broken age gates. If a infraction is found, the affiliate receives a 48‑hour notification to fix the issue. Recurring or serious infractions result in immediate suspension of commissions and irreversible removal from the scheme. We also reserve the right to keep all generated commission for the billing period in which the breach occurred, a deterrent that underscores the importance of our standards.

Our Promise to Ethical Marketing

We anchor every decision in a distinct, unifying 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 never pursue 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 continuously train staff and partners on the latest regulatory expectations.

We consider responsible marketing as a evolving 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 without imagery that could appeal to minors, and all bonus terms are shown 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 commitment to listen. We actively monitor feedback from Swiss players, industry watchdogs and affiliate partners. When concerns arise, we look into immediately and adapt our approach. This feedback loop has already led to improvements such as better wagering requirement disclosures on landing pages and the elimination of time‑limited pressure tactics. By putting accountability at the heart of our operations, My Empire Casino demonstrates that entertainment and ethics can indeed go hand in hand.

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 concentrate 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 comes from a respected offshore jurisdiction.

We give special consideration to 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 expressly ban 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 flags such expressions before publication.

Intercantonal coordination further refines the requirements. Comlot, the intercantonal lottery and betting authority, and the ESBK have released 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 keeps 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 apply for 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.

Common Questions About Our Marketing Guidelines

How exactly does My Empire Casino make sure its marketing honors Swiss cultural standards?

We employ a specialized Swiss market advisor who reviews every major campaign for linguistic nuance, imagery and timing. All materials are available in German, French and Italian, and we steer clear of themes that could be seen as incompatible with Swiss values, such as exaggerated luxury displays or intense urgency. We never run promotions during nationally marked moments of remembrance, and we refer to local calendars to ensure our advertising rhythm feels considerate rather than disruptive.

What occurs if an affiliate infringes 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 promptly 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 unauthorized claims or concealing the commercial nature of the content, we terminate the agreement immediately and definitively revoke all commission rights. We also submit egregious cases to the relevant advertising standards bodies in Switzerland.

Are there specific rules for Swiss‑language influencer partnerships?

Requirements for Influencer Content

Yes, influencer collaborations are subject to heightened scrutiny. We demand that any influencer working in the Swiss market demonstrates 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 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.

Gambler Security and Safe Play Integration

Ethical promotion does not end once a player signs up. At My Empire Casino, every promotional contact point is structured to reinforce safer play. After account creation, new Swiss players receive a brief interactive guide that explains how to set personalised deposit, loss and wager limits. This guide is required and cannot be avoided by clicking a simple “accept” button; the player must actively scroll through and acknowledge they grasp each option before the deposit function becomes available.

Throughout the player lifecycle, we use subtle pop‑ups that mirror 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, outlining activity and offering a direct link to cool‑off tools. These messages are worded positively, “Here is a quick snapshot of your play”, and never use blaming 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 presents a live ticker showing average session length and community‑wide responsible gambling tool usage. While the data is anonymized, it acts as a social norming mechanism, subtly stressing that taking breaks and setting limits is normal behaviour among Swiss players. This novel approach has ardmediathek.de 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 ranging from six months to five years with a single request, and we respect 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 instruct affiliates to suppress any materials that might be shown 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 reactivated.

Regulatory and Regulatory Supervision

My Empire Casino possesses a valid gaming licence granted by the Government of Curaçao, amongst the most established regulatory authorities for online gaming. This licence compels us to satisfy 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 deliver truly random outcomes. These credentials represent the technical foundation on all our marketing claims are based.

While Curaçao offers the legal backbone, we have chosen to incorporate additional, jurisdiction‑specific controls on top. For our Swiss audience, this entails applying advertising rules that reflect, and in some cases go beyond, 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 refreshed in real time and is ready for review by our internal audit team at any point.

We consider 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, restrict access to players whose behaviour indicates harm. This operational independence guarantees that commercial pressures never override our duty of care.