Switzerland: Cigarette manufacturers circumvent ban on promotional offers on tobacco

With the imminent arrival of the new Swiss law banning certain tobacco promotions, cigarette manufacturers, such as Philip Morris, are anticipating the measure to prevent its effects. By introducing packs of 25 cigarettes sold at a favorable price, they aim to retain smokers while maintaining financial accessibility to their products for the youngest.

In Switzerland, the smoking prevalence among people aged 15 and over remains high (24%), according to figures from the Swiss Health Survey (ESS). In 2020, a study by the University of Geneva showed that young Swiss people were exposed to much higher levels of tobacco advertising than their counterparts in countries with stricter regulations.[1]

Anticipation of some manufacturers to reduce the effectiveness of the law

The new anti-smoking law in Switzerland, which will come into force this fall, aims to reduce consumption by banning certain promotions and severely restricting advertising for tobacco products. The main goal is to reduce young people's exposure to tobacco advertising and to reduce the overall appeal of these products.

As this law approached, cigarette manufacturers reacted quickly to retain their customers. New packages, "big packs" containing 25 cigarettes or more instead of the usual 20, were offered at a reduced price per unit. For example, the Parisienne brand was sold for 8.80 francs per pack of cigarettes while the pack of 25 was sold for 9 francs, thus offering a unit discount of 18%.[2] This strategy is particularly effective in dissuading smokers from quitting, but it also makes it possible to offer products that are affordable for younger people. The approach could thus contribute to limiting the effectiveness of the new legislation because price reductions encourage smokers to buy more cigarettes. In addition, expanding the market offerings with different pack sizes opens it up to a wider variety of current and potential consumers.

Anti-smoking legislation that remains very permissive

Compared to other European countries, Switzerland has very weak legislation in the fight against smoking, particularly in terms of banning tobacco advertising and promotion. The measures announced were obtained after a major battle by health stakeholders, but they remain very timid compared to practices adopted internationally. The country is in fact one of the few countries in the world not to have ratified the WHO Framework Convention on Tobacco Control (FCTC).[3]. According to the latest Global Tobacco Industry Interference Index, Switzerland is ranked second among the countries most influenced by the tobacco industry. This interference with decision-makers results in particular from the presence of the headquarters of two of the manufacturers: Philip Morris and Japan Tobacco International and the proximity induced with decision-makers.

Added to this is the absence of legislation prohibiting donations to political parties. Thus in 2023, two political parties, the Union Démocratique du Centre (UDC) and the Parti Libéral-Radical (PLR), received funding from Philip Morris for the National Council elections.[4] In February 2024, these two parties opposed the proposed ban on advertising for tobacco products, which was strongly supported by a popular initiative and many health associations. The bill was ultimately rejected by the National Council.

©Tobacco Free Generation

D.T.

[1] Reiso.org, Tobacco advertising increases consumption, Reiso, published on January 31, 2022, consulted on June 20, 2024

[2] 20 Minutes, The cigarette manufacturers' parade against the new law: "big packs", 20Minutes, published June 16, 2024, consulted June 20, 2024

[3] Tobacco-free generation, Switzerland: New tobacco law unsatisfactory with regard to public health, GST, published September 24, 2021, accessed June 18, 2024

[4] Generation without tobacco, Switzerland: Two political parties financed by Philip Morris, GST, published October 19, 2023, accessed June 20, 2024