KS launches Code of Conduct for clear separation of advertising and editorial work

The Communication Council of KS/CS Communication Switzerland¹ has set an important course for the Swiss advertising industry. The new Code of Conduct "Separation requirement and recognizability of commercial communication", which is currently in draft form, will be decisive for the entire industry.

In response to the discussion about the sometimes inadequate distinction between advertising and editorial content, particularly in online media and on social media platforms, the umbrella organization for commercial communication, in collaboration with the Swiss Commission for Fair Trading, has defined guidelines for the conduct of current forms of advertising such as native advertising, sponsored content, branded content and influencer marketing.

More consumer-friendly price disclosure regulation

Council of States member Filippo Lombardi, President of KS/CS Communication Switzerland, will submit a motion in the winter session for a more consumer-friendly Price Disclosure Ordinance (PBV). The current regulations, the main features of which are not disputed, are often a closed book for consumers. The so-called legal lines are often difficult to understand and can hardly be read in a reasonable amount of time, especially in poster advertising, although they take up to a quarter of the advertising space in car advertising, for example.

In addition to better understanding, the aim is to be able to refer to the Internet or the retailer for detailed legal lines, as has long been the case with drug advertising. The motion is the brainchild of Markus Ruf from the Ruf Lanz advertising agency, who put forward a corresponding proposal at the KS/CS Kommunikaton Schweiz workshop "Automobile advertising: an unloved obligation".

"Genève Zéro Pub": local initiative, national appeal

Although at first glance it is "only" a local initiative, on closer inspection "Genève sans Pub" concerns the entire advertising industry, writes KS/CS. The initiators still have until November 7, 2017 to collect signatures for a ban on commercial posters on public property, as is already the case in some municipalities in French-speaking Switzerland (e.g. Presinge, but also cities such as Grenoble and Sao Paulo). This shows that such initiatives can have a fatal signal effect, argues the association. This makes it all the more important to join forces to fight the initiative. In the event of a referendum, KS/CS Communication Switzerland wants to work with the poster companies to demonstrate the negative consequences of such a ban for the economy as a whole. Not only the poster companies would be affected, but also the advertising clients and agencies.

Data protection law: the bell tolls for the next round

Following the consultation on the first draft of the new Data Protection Act, the federal government has published a new, weakened version. At present, it is not yet possible to predict exactly how far it will take account of the concerns of direct marketers, writes KS/CS. As with the "Genève Zéro Pub" initiative, it is also crucial here to present a united front and defend the interests of the communications industry with one voice. The lead in this proposal lies with the Swiss Dialogue Marketing Association; however, KS/CS Kommunikation Schweiz assures the SDV of its full support. (hae/pd)

¹ The Communication Council is the competence center of the advertising industry with representatives of the three main sponsors of KS/CS Communication Switzerland, the advertising clients, media companies and advertising agencies as well as representatives of other important industry organizations such as IAB Switzerland, Promoswiss, the Swiss Dialogue Marketing Association (SDV), the Swiss Association of Advertising Clients (SWA) and the Swiss Media Association.