Complaints against influencers have increased in Switzerland
For the first time since 2013, the Fair Trading Commission received almost 100 complaints about unfair advertising. Most of them concerned gender discrimination and aggressive advertising. Complaints about hidden advertising in particular have increased.
The SLK had dismissed two complaints in October 2019: Roger Federer and Xenia Tchoumitcheva did not make any surreptitious advertising according to the commission.
This is due to numerous complaints filed by the Foundation for Consumer Protection (SKS) against prominent Swiss influencers, as the Swiss Fairness Commission (SLK) announced on Thursday.
The SKS had objected to a film by Roger Federer and a post by Xenia Tchoumitcheva on Instagram with the Fairness Commission because they were not marked as advertising. However, the SLK had rejected their submissions (Werbewoche.ch reported). The SKS filed an appeal against these decisions. This is to be dealt with in May, Thomas Meier of the SLK told Keystone-SDA.
The SKS also objected to contributions from snowboarder Iouri Podladtchikov and mountain biker Jolanda Nef. Here, the consumer protection foundation was proven right.
Almost 20 percent of all complaints concerned this area. Slightly more complaints were filed about possible violations of the principles against gender discrimination (22.5). In third place were complaints about aggressive sales and advertising methods (12.4 percent).
Because the number of complaints against influencers has increased sharply, the Internet is now the most affected media channel, accounting for 37.5 percent of cases. The number of complaints against print campaigns has fallen from around 17 to just over 7 percent in the last three years, according to the statement.
Half of the complaints approved
Of the total of 97 cases, the SLK approved half. Slightly more than a third were rejected, and the SLK did not take action on the remainder. In most cases, the SLK relied on the Unfair Competition Act (UCA).
Eight percent of all complaints were competition complaints filed by a company against competitors. Just under 12 percent concerned laws and directives such as the Trademark or Coat of Arms Protection Act, the Price Disclosure Ordinance (PBV) or the International Chamber of Commerce (ICC) Code on Marketing Communications.
In Switzerland, any person is authorized and legitimized to complain to the Swiss Fairness Commission about commercial communications that they believe are unfair. (SDA)
