Federal Council applies for approval of beer and wine advertising on TV
In future, Swiss television channels will once again be allowed to advertise beer and wine. A corresponding softening of the ban on alcohol advertising in the Radio and Television Act (RTGV) was proposed by the Federal Council on Wednesday.
In future, Swiss television channels will once again be allowed to advertise beer and wine. A corresponding softening of the ban on alcohol advertising in the Radio and Television Act (RTGV) was proposed by the Federal Council on Wednesday.
With this relaxation, the national government wants to enable Switzerland's definitive participation in the EU film promotion program Media and thus avoid Switzerland being at a disadvantage compared to foreign TV advertising windows. This amendment to the Media Agreement was submitted to Parliament on Wednesday.
The matter was referred back to the Federal Council by Parliament in December 2007. Both councils wanted to retain the ban on advertising for alcohol, politics and religion. However, the ban clashes with the EU's "Television without Frontiers" directive, which comes into force in 2009 and whose adoption is a condition for Media participation.
The Federal Council has now reached a compromise with the EU to amend the text of the agreement: The stricter advertising regulations can be enforced as part of an arbitration procedure, provided they are proportionate, non-discriminatory and in the public interest. The ban on religious and political advertising as well as advertising for spirits and mixed drinks such as alcopops can therefore be upheld thanks to this procedure.
The situation is different for advertising for beer and wine. As this is already permitted for local TV broadcasters under the current RTGV, the argument of health and youth protection will hardly suffice to justify a ban on advertising for some TV programs vis-à-vis the EU.
For this reason, the Federal Council is applying for a revision of the RTGV at the same time as approving and financing the media agreement, which will allow beer and wine advertising. It assumes that the impact on consumer behavior will be minimal, as alcohol can already be widely advertised in the other mass media.
Different reactions
The Federal Council's proposal received a mixed reception. The CVP described the proposal as unsatisfactory: the Radio and Television Act had only recently been revised. After intensive discussion, Parliament had largely retained the ban on alcohol advertising, CVP General Secretary Reto Nause told SDA.
In its decision, the Federal Council is arguing as if advertising had no influence on people's consumption habits, explained Michel Graf from the Swiss Agency for Alcohol and Other Drug Problems (SFA). If this were really the case, there would have been no advertising for a long time. He called for the lifting of the advertising ban to be softened. According to Graf, commercials for beer and wine should only be broadcast after 9 pm.
Television providers reacted positively. "We welcome the Federal Council's desire to create a level playing field between domestic and foreign television providers," said SRG spokesperson Daniel Steiner.
The SVP is only partially in agreement with the Federal Council's proposal. It only wants to allow the repeal on private broadcasters, but not on the SRG.
The Media program supports the development, international distribution and marketing of European films as well as the education and training of filmmakers. It has a total budget of 755 million euros (1.245 billion Swiss francs). Switzerland's contribution amounts to CHF 41.07 million, spread over seven years.
With this relaxation, the national government wants to enable Switzerland's definitive participation in the EU film promotion program Media and thus avoid Switzerland being at a disadvantage compared to foreign TV advertising windows. This amendment to the Media Agreement was submitted to Parliament on Wednesday.
The matter was referred back to the Federal Council by Parliament in December 2007. Both councils wanted to retain the ban on advertising for alcohol, politics and religion. However, the ban clashes with the EU's "Television without Frontiers" directive, which comes into force in 2009 and whose adoption is a condition for Media participation.
The Federal Council has now reached a compromise with the EU to amend the text of the agreement: The stricter advertising regulations can be enforced as part of an arbitration procedure, provided they are proportionate, non-discriminatory and in the public interest. The ban on religious and political advertising as well as advertising for spirits and mixed drinks such as alcopops can therefore be upheld thanks to this procedure.
The situation is different for advertising for beer and wine. As this is already permitted for local TV broadcasters under the current RTGV, the argument of health and youth protection will hardly suffice to justify a ban on advertising for some TV programs vis-à-vis the EU.
For this reason, the Federal Council is applying for a revision of the RTGV at the same time as approving and financing the media agreement, which will allow beer and wine advertising. It assumes that the impact on consumer behavior will be minimal, as alcohol can already be widely advertised in the other mass media.
Different reactions
The Federal Council's proposal received a mixed reception. The CVP described the proposal as unsatisfactory: the Radio and Television Act had only recently been revised. After intensive discussion, Parliament had largely retained the ban on alcohol advertising, CVP General Secretary Reto Nause told SDA.
In its decision, the Federal Council is arguing as if advertising had no influence on people's consumption habits, explained Michel Graf from the Swiss Agency for Alcohol and Other Drug Problems (SFA). If this were really the case, there would have been no advertising for a long time. He called for the lifting of the advertising ban to be softened. According to Graf, commercials for beer and wine should only be broadcast after 9 pm.
Television providers reacted positively. "We welcome the Federal Council's desire to create a level playing field between domestic and foreign television providers," said SRG spokesperson Daniel Steiner.
The SVP is only partially in agreement with the Federal Council's proposal. It only wants to allow the repeal on private broadcasters, but not on the SRG.
The Media program supports the development, international distribution and marketing of European films as well as the education and training of filmmakers. It has a total budget of 755 million euros (1.245 billion Swiss francs). Switzerland's contribution amounts to CHF 41.07 million, spread over seven years.
