SW fears "communicative underground" due to tobacco advertising bans

 The Swiss Advertising Association criticizes measures from the National Tobacco Programme 2008 to 2012, which was drawn up by the Federal Office of Public Health. The association naturally agrees with the goal of reducing the number of tobacco-related deaths and illnesses in Switzerland. However, it takes issue with the planned advertising restrictions, according to spokesman Piero Schäfer. The association finds advertising restrictions disproportionate in view of the fact that cigarette consumption has been falling for years. For example, the proportion of smokers among young people fell by 20 percent between 2001 and 2006, without advertising restrictions being in place during this period. This proves once again that advertising does not influence consumption in the way claimed, the SW concludes in its statement. It also finds it disturbing that advertising should be subject to partial restrictions, which primarily affect billboard advertising due to various cantonal laws. An anti-smoking study by the World Bank even states that partial bans on cigarette advertising have little effect on smoking. The SW refers to the self-restriction that the industry has imposed on itself with regard to smoking advertising and argues that the warnings on the packets and in the advertising serve to prevent and inform. Advertising bans, on the other hand, could lead to tobacco companies shifting their marketing efforts to other areas: If they are denied the classic method of communication, they will activate other channels, fears the SW. It would be naïve to assume that the industry would abandon communication measures for what is still a legal product. According to the association, this "communicative underground" is not in the interests of prevention.
Swiss Advertising also opposes the fact that the Federal Administration and Federal Council always refer to European law when it comes to the introduction of new standards. The statement goes on to say that creating the impression that one must inevitably adapt to European law is "dishonest, questionable in terms of democratic policy and likely to further undermine trust in the federal authorities". The association finds the increasing cantonal advertising restrictions equally difficult: They have led to total legal uncertainty, as it is forbidden in one canton what is permitted in another. Swiss Advertising therefore believes that this federalist approach is "not expedient" and therefore rejects cantonal bans.