Advertising ban: the Swiss say “yes”

On February 13, the Swiss were asked to vote on a popular initiative proposing to ban "all forms of advertising that reach children and young people." By 57%, and by a majority of cantons, and despite strong opposition from the tobacco industry, the Swiss voted in favor of the public health measure. This vote marks a clear victory in the fight against smoking in a country particularly susceptible to the influence of cigarette manufacturers.

The popular initiative "Yes to the protection of children and young people against tobacco advertising", supported by several Swiss public health organizations, aimed at a strong restriction of advertising for tobacco and nicotine products. The vote in favor of the initiative amends the Swiss constitution with the inclusion of an article that obliges the Swiss Confederation to adopt a law that "prohibits, in particular, for tobacco products, any form of advertising that reaches children and young people." Young people are understood to be the age group from 16 to 25. The Federal Assembly has three years to adopt the legislative provisions implementing this new article.

Advertising ban marks 'paradigm shift'

With 57% of Swiss in favour of the advertising ban, the vote shows clear popular support for anti-smoking policies. This score must also be analysed in the light of the strong opposition campaign from the tobacco industry. Manufacturers, supported by policy makers associated with business circles, have repeatedly expressed their discontent, and made it known that such a measure would have negative economic and social effects. In fact, several studies undertaken on the subject have shown that a ban on tobacco advertising would result in positive economic consequences, particularly on employment. According to Pascal Diethelm, president of Oxysuisse and vice-president in France of the National Committee against Smoking (CNCT), the results of the vote demonstrate "a paradigm shift for the federal authorities, who have for too long accepted that health prevention policy be placed under the supervision of large companies."

A victory for public health in a country heavily influenced by the tobacco industry

This near-total ban on advertising represents a major step forward in the fight against smoking in Switzerland. The country, which remains to this day one of the last countries not to have ratified the World Health Organization's Framework Convention on Tobacco Control (FCTC), is now considered to be the stronghold of the tobacco industry in the world. The tobacco industry also maintains a very strong influence over public decision-makers, which largely explains Switzerland's delay in implementing public health regulations. For example, the Swiss public authorities have not voted to increase taxation on tobacco products since 2013. However, as the Swiss government recalled in its messages relating to the initiative (while opposing it), smoking is a major public health issue in Switzerland: causing the premature death of 9,500 people each year, smoking is responsible for nearly 15% of deaths and is therefore the leading preventable cause of death in this country.

FT & PD

[1] The World, Switzerland votes to ban tobacco advertising aimed at young people, 02/13/2021, (accessed 02/14/2021)

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