At My Empire Casino lizenz, trust is established through transparency and integrity. As a brand that accepts Swiss players, we take our responsibility earnestly: in how we delight and in how we correspond, promote, and partner. These Responsible Marketing Guidelines establish the standards we follow in Switzerland, guaranteeing every message we convey demonstrates our commitment to adherence, consumer security, and ethical practices. We urge all visitors to examine the principles that direct our licensing, affiliate relationships, and advertising practices.
Legislative System in Switzerland
Switzerland’s gambling landscape is influenced 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 concentrate on land‑based establishments and the licensed online offerings of Swiss casinos, the law also sets 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 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 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 author or approve is reviewed against a Swiss‑specific language filter that marks such expressions before publication.
Intercantonal coordination further shapes 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 remain updated on legislative updates. Should Switzerland implement 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 generates lasting loyalty.
Licensing and Supervisory Control
My Empire Casino holds a full gaming licence provided by the Government of Curaçao, among the most reputable 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 participate in annual audits performed by independent testing agencies, and our random number generator is approved to provide truly random outcomes. These credentials form the technical foundation which all our marketing claims are based.
While Curaçao supplies the legal backbone, we have opted to incorporate additional, jurisdiction‑specific controls on top. For our Swiss audience, this entails applying advertising rules that reflect, and in some cases surpass, 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 accessible for review by our internal audit team at any point.
We consider that a licence is only as credible as the people who enforce 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 suspend campaigns, cancel affiliate relationships and, if necessary, block access to players whose behaviour indicates harm. This operational independence guarantees that commercial pressures never compromise our duty of care.
Affiliate Programme 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 onboarding, every potential affiliate must submit a comprehensive application that features a website audit, a examination of past advertising materials and a signed statement confirming awareness with Swiss marketing nuances. We do not approve affiliates who manage domains that could be misidentified with educational, governmental or mental‑health resources.
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 lotto.n-tv.de will only encounter promotions that adhere with our Swiss guidelines. Affiliates are legally prohibited from modifying these materials without our written consent, and any alteration 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 adhere to:
- Always employ age‑restriction overlays and “18+” badges on all promotional content shown to Swiss users.
- Always state the commercial nature of the arrangement, 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 solution for debt or a alternative for professional advice.
- Never target communications through channels, forums or social media groups where minors are identified to congregate.
- Never employ influencer marketing without our prior authorization, and only with figures who clearly appeal to an adult demographic.
Regular oversight is a essential part of our compliance procedure. We utilize automated crawlers that scan affiliate sites weekly, identifying unapproved changes, missing disclaimers or broken age gates. If a infraction is found, the affiliate receives a 48‑hour notice to fix the issue. Multiple or serious breaches result in instant suspension of commissions and final removal from the scheme. We also keep the right to hold all generated commission for the billing period in which the infraction occurred, a deterrent that emphasizes the gravity of our standards.
User Protection and Responsible Gambling Integration
Safe advertising does not cease once a player joins. At My Empire Casino, every promotional contact point is designed to encourage safer play. After account creation, new Swiss players are given a brief interactive guide that outlines how to set individual deposit, loss and wager limits. This guide is compulsory and cannot be skipped 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, we use subtle pop‑ups that mirror real‑time behaviour. If our system detects a significant increase in deposit frequency or a decline in balance over a short period, a gentle notification emerges, outlining 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 judgmental language. We have found that this empathetic approach raises 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 equipped with a standard widget that displays a live ticker showing average session length and community‑wide responsible gambling tool usage. While the data is anonymised, it acts as a social norming mechanism, subtly emphasising that taking breaks and setting limits is common behaviour among Swiss players. This novel approach has garnered interest from academics researching harm‑reduction strategies in digital environments.
Self‑exclusion stays the most powerful safety net we have. 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 instruct affiliates to stop any materials that might be shown to associated identifiers. Re‑entry is never automatic; players must go through a 24‑hour cooling‑off period and a mandatory call with our responsible gambling officer before their account is reactivated.
Responsible Advertising and Promotion
Advertising in Switzerland needs a delicate balance between brand visibility and social responsibility. We have developed 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 based on the same foundation: it must be factually accurate, must not glamourise gambling and must visibly display 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 includes 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.
Online communities present unique challenges, and our method here is intentionally cautious. We keep verified accounts on selected networks, but we do not engage in 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 examines the creative against four criteria:
- Is the visual free 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?
- 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 apply restraint. We bid on a curated list of Swiss‑relevant keywords that pertain to casino entertainment, but we consciously 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 directed 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 organized to prevent impulsive actions. Promotions available to Swiss players carry extended validity terms, often 30 days or more, and we limit the maximum claimable amount. Cashback and loyalty rewards are distributed as withdrawable cash rather than locked bonus funds, offering players genuine flexibility. We never ask for 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.
Our Commitment to Responsible Marketing
We base every decision in a well-defined, cohesive promise: to market our services in a way that upholds 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 perceived 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 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 devoid of 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 examine 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 examine immediately and adapt 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.
Popular Queries Regarding Our Marketing Guidelines
In what way does My Empire Casino guarantee its marketing adheres to Swiss cultural expectations?
We use a dedicated 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 avoid themes that could be viewed as inconsistent with Swiss values, such as excessive luxury displays or intense urgency. We never run promotions during nationally observed moments of remembrance, and we check local calendars to ensure our advertising rhythm feels appropriate rather than disruptive.
What occurs if an affiliate violates the marketing rules?
Affiliates who break our code of conduct face prompt 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 aiming at minors, using unapproved claims or disguising the commercial nature of the content, we terminate the agreement immediately and definitively revoke all commission rights. We also report egregious cases to the relevant advertising standards bodies in Switzerland.
Do there exist specific rules for Swiss‑language influencer partnerships?
Influencer Content Requirements
Absolutely, influencer collaborations are subject to heightened scrutiny. We require 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 goes through our compliance team, and we retain the right to request edits or cancel the partnership if the material does not meet our Responsible Marketing Guidelines.
Do Swiss players have access to 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.