Automotive advertising workshop and first-ever "Talk at Mascotte

After the practical and informative presentation on the application of the Price Disclosure Ordinance (PBV) and energy label in advertising, most of the audience agreed that although these regulations make sense, they are far too extensive and complicated. The question was also raised as to whether the legal lines would interest consumers at all. This prompted Markus Ruf from the Ruf Lanz agency, which looks after Hyundai, to make the creative and thought-provoking suggestion that car advertising should do the same as drug advertising. Instead of long legal lines, they could publish the message "For discounts and CO2 emissions, please consult our website and ask your dealer or garage."

Guido Sutter, Head of Legal Services at the State Secretariat for Economic Affairs SECO, did not let the applause of the 100 or so participants - the Swiss automotive industry was represented almost in its entirety, from AMAG to Subaru - disrupt his concept and calm. On the contrary, he reminded the agencies not to advertise too many different elements in a single subject according to the motto "less would be more"; experience has shown that this leads to problems with the PBV. The workshop was organized by the German-speaking section of KS/CS Communication Switzerland at the suggestion of SECO and the Swiss Federal Office of Energy (SFOE). Recently, they have increasingly stated that the relevant regulations are not being observed enough. Not out of malice, but mostly out of ignorance, which, as we know, does not protect against punishment. Marc Schwenninger, legal consultant at KS/CS, also stated that there was probably more than one "person with a criminal record" in the audience. Such cases are usually settled with a penalty order, added Constable Georges Eigenmann from the Zurich City Police, which is responsible for enforcing the law. However, if such a case comes before the criminal court, it could result in fines of up to 5,000 francs.

First "Talk at the Mascotte"

Following the workshop, the Swiss-German section of KS/CS Communication Switzerland launched the new discussion series "Talk im Mascotte". The first guests were Otfried Jarren, Professor of Journalism Studies at the University of Zurich and President of the Federal Media Commission (FMEC), Arno Heinisch, co-founder and Managing Director of Rocket Beans TV, and SRF presenter Franz Fischlin. The panel was moderated by Christian Merk, President of the German-speaking Switzerland section. In his colorful presentation, Heinisch outlined the success story of his 7×24-hour Internet channel, which has been in the black since its launch two years ago. In addition to donations, Rocket Beans is also financed through traditional advertising spots and product placement, but increasingly through new forms such as branded content, influencers and affiliate marketing. Credibility is the strongest currency in terms of customer loyalty.

Media without a future?

Referring to the conference question "Media without a future?", Professor Jarren then explained that the media market has changed into a demand market. As a result, reader loyalty has become fragile, causing the mass media to lose influence. It is important that they move away from the idea of linear production. One possibility would be a joint platform on which the media place their offerings, which can be used selectively by recipients. For advertising, the question of the measurability of media usage will increasingly arise in the future; the power of interpretation lies more and more with telecom companies and international online platforms. In the concluding discussion, Franz Fischlin explained that he could not imagine the survival of quality media without advertising and state support. At the same time, he called SRG and the traditional media to account. They had not done everything optimally in the past and would have to make greater efforts in future in order to survive in the market.