On July 1, Perdiag AG will be integrated into the European network of RMB International.news Perdiag to be integrated into RMB
The producer of slides for cinema advertising is now trading as RMB Perdiag AG and is moving to the headquarters of RMB Switzerland in Zurich's Neugasse. The web address will also be new, but everything else will remain the same, according to the press release.
"Robinson" returns to tv 3 One and a half years after the second season, the private channel TV 3 is launching a third edition of the survival show "Expedition Robinson" from January 2002. At the beginning of October, the 14 expedition participants will set off for Malaysia with presenter Silvan Grütter and fight for victory and prize money over 45 days. Twice a week, they will decide who has to leave the tropical island. The show is being produced by TV 3 itself for the first time. The production company Lava TV was responsible for the first two seasons.
NZZ and FAZ establish job combination The Neue Zürcher Zeitung (NZZ) and the Frankfurter Allgemeine Zeitung (FAZ) are forming an international advertising combination for job advertisements. According to the press release, the new combination is intended to offer "the optimal conditions for cross-border recruitment in the top management segment". The advertisements appear in the respective job advertisement sections of the two newspapers in the same way as if they were booked individually. The customer receives a combined discount of 7 percent on the individual rates. Leadermedia in Lausanne was commissioned to handle the order processing in Switzerland.
The French-speaking Swiss publishing house Edipresse has discontinued the weekly newspaper Tribune Mont-Blanc, which was launched only a year ago in the French border region. The last issue was published last Friday. The move was justified by the poor circulation trend: less than half of the planned 10,000 copies had been sold. With 3000 to 5000 copies, the title was not profitable, Edipresse's publishing delegate, Antoine Exchaquet, told Radio Suisse Romande. However, the idea is by no means definitely off the table. "It is not impossible that we will revive the project in a more ambitious form in the next few years," said Exchaquet. The Tribune Mont-Blanc was launched in the fall of 2000 by the Edipresse subsidiary Presse Publications France. It employed 20 people, including nine journalists. They are to find new jobs within the group or benefit from the redundancy plan.

Alcopops and their campaigns come under harsh criticism in the USABy Thérèse Balduzzi Alcopops or malternatives are flooding the American market. The slightly alcoholic fruit juices are as popular as they are controversial: critics accuse the manufacturers of tempting young people to drink with harmless-looking sodas. In the midst of this debate, Mike's Hard Lemonade resorts to an extreme advertising campaign.
The American campaign for the alcoholic fruit drink Mike's Hard Lemonade is full of slapstick humor of the crudest kind: In one commercial, a construction worker falls 20 stories and is pierced by a steel girder, then walks into a bar as if (almost) nothing had just happened. The only sign that he is slightly damaged: his buddy opens the bottle of Hard Lemonade for him. In another spot, a lumberjack accidentally saws off his feet. His only complaint concerns the new boots his wife bought him the day before. Another accident candidate has his hand bitten off while trying to feed a dolphin. He also survives the injury without comment and lets nothing stop him from drinking Mike's Hard Lemonade. "A hard day calls for a hard lemonade. Make it Mike's" says a voiceover at the end of each commercial.
Critics see alcopops as a gateway drug
With the grotesque scenes, the commercials by Cliff Freeman and Partners, New York, humorously allude to the "tough" side of Hard Lemonade and parody the "tough guy" image of men who can't be knocked down by anything and only get drunk once in a while. As primitive as they may be, they stand out sympathetically from numerous beer commercials and campaigns that currently celebrate masculinity myths and misogyny to the point of weariness.
Extreme spots are probably also necessary to achieve the desired effect: Alcopops or malternatives - including brands such as Rick's Spike Lemonade, Hooper's Hooch Lemon Brew and Doc Otis' Hard Lemon - are subject to stricter advertising restrictions than conventional beers, even though they contain the same amount of alcohol, namely around 5 percent. However, critics of alcoholic lemonades fear that their harmless appearance and sweet taste will tempt young people to consume illegal alcohol.
Last year, the National Consumers League, Washington, complained to the Federal Trade Commission (FTC) about alcopops. Their sweet taste makes it easier for young people to drink large quantities of alcohol in a short space of time, making them an ideal gateway drink.
This year, the consumer group Center for Science in the Public Interest complained to the FTC because manufacturers were marketing their products specifically to young people. Campaigns for alcopops are therefore being closely monitored from all sides.

Zürich Tourism is pitching for the so-called "key booklets" and only wants one imprimaturBy Carlo Bernasconi Two imprimaturs are vying for the favor of Zurich's hoteliers and guests. That's one too many, says Zürich Tourism. And has terminated its contract with the Jean Frey specialist medium Zürich News. In mid-August, the tourism promoters want to decide who will officially inform guests in Downtown Switzerland in future.
Maurus Lauber, Marketing Director of Zürich Tourism, is determined to clear the air. First he terminated the contract with Zürich News, the Jean Frey trade media, which will continue to publish an "official Zürich Tourism bulletin" every 14 days until the end of the year. Then he surveyed 150 hoteliers in Zurich and the surrounding area. The result: "The hotels would like to see the publication reduced to an imprint," Lauber told WerbeWoche. It should also be published every 14 days.
Ursin Mirers Verlag Tourismus AG also entered the pitch for the collaboration with Downtown Switzerland. He gave the Zurich Infoguide - with an annual circulation of 400,000 copies - a new look. Mirer envisions an event guide that informs guests on a fortnightly or weekly basis. The lively Grisons native, who also runs the Giesserei Oerlikon restaurant, is already doing this as an official partner of the tourist offices of St. Moritz and Pontresina. He is currently looking for a publishing partner for a weekly or fortnightly Zurich event guide. For Mirer, it's all a question of content management: "Up to now, no proper event coverage has been achieved," says Mirer. He can imagine wanting to do the same for other cities. For Zurich, the print run would be between 25,000 and 30,000 copies.
Rudolf Brosi, publishing director of Zürich News, "has both feet in the advertising market". He therefore takes the outcome of the pitch in his stride. A full-page ad in Zürich News costs 1770 francs for a circulation of 30,000 copies. Mirer collects a page price of CHF 5000 for the Infoguide, which is still published every six months (200,000 copies per semester).
Of course, Brosi would continue to publish Zürich News, even if he were no longer an official Zurich Tourism Partner - although: "You won't get rich doing it," he says. Mirer sees it differently. He has now launched his info guides on the market under the label www .helloVisitors.com and given them a trendy makeover. He is convinced of his concept - an independent editorial team provides the content: "In Switzerland, there are 1800 imprints from 360 tourist offices." Work in abundance.
Maurus Lauber assumes that neither provider will leave the field without a fight. "However, we would support a cut-throat competition, as we would clearly recommend that hotels only offer the official imprimatur."

Publicis CEO Fredy Collioud is also managing the network's own media agency Optimedia on an interim basis, emphasizing that he is relying entirely on the experienced media directors who handle the day-to-day business with Optimedia's clients. The previous Managing Director Andy Lehmann, who will start his own media agency on October 1 (see also page 5), is still employed by Optimedia until the end of September. However, in order to avoid conflicts of interest, he will no longer be responsible for day-to-day business with immediate effect. Until his definitive departure, he will only be used by Optimedia for projects and special tasks.
Collioud and Lehmann emphasize that they are not parting on bad terms. Collioud on the rapid replacement of Lehmann: "Confidentiality is no longer guaranteed. Lehmann can therefore no longer be involved in the strategic developments of our customers."
According to Collioud, the succession plan for Lehmann will be addressed immediately. By the end of July, the company will be in a position to show how it will proceed (dse).

Andy Lehmann founds his own media agency on October 1Independence is the USP with which Andy Lehmann wants to lead his new, own media agency to success. The company, with the project name Mediahaus Seefeld, is open to the acquisition of other agencies and to cooperations. Business operations are scheduled to start on October 1 - Lehmann is handing over the management of Optimedia with immediate effect (see page 1).
What is the brilliant idea behind your planned new media agency?
Andy Lehmann: Independence. That sounds a bit banal. But I sense that there are a lot of clients in Switzerland for whom this is becoming increasingly important. But independence really means independence from creative agencies, independence from the media and independence from networks. That seems to me to be the key today. And it
is also my main motivation for founding the agency.
Have the dependencies you mentioned come to a head in recent years?
Lehmann: There is an increasing lack of choice in Switzerland, that's the problem. The good, independent and owner-managed Swiss media agency no longer exists. In this sense, the situation has worsened.
Do you want to resurrect the classic media agency?
Lehmann: Yes, exactly. That's my goal.
What do you subsume under the classic media agency?
Lehmann: The classic media consulting process begins with strategy and ends with controlling. Today we have the bits-and-pieces system, where one office does the strategic consulting, another the buying and a third the controlling. I want this process to be organized by a single source again. On the other hand, we don't just want to be a media agency. There can also be more to it. We are deliberately starting with as open a structure as possible and are open to good ideas. It is also possible that we buy other agencies or cooperate with them. We are also open in this direction.
Buying other agencies or cooperating with them - is something ready to be signed soon?
Lehmann: No, it's not mandatory. We will also start otherwise. But it is an option that we want to keep open.
Who will own the new media agency?
Lehmann: The private investors and me.
Will you personally have the majority?
Lehmann: I am the head that stands at the front. That's the crucial point.
Who is actually behind the investors who are making the founding of the agency financially possible? Can you shed some light on the secret?
Lehmann: No, I can't do that. Because the investors don't want to be named. Just this much: they are private individuals who have no connections to individual media, media companies or media partners. They are people who find the media industry interesting. Many investors still consider this sector to be one of the most attractive.
When will you start? Not until 2002 or before? The dates have been communicated somewhat vaguely.
Lehmann: I will remain at Optimedia until the end of September, but will no longer be responsible for day-to-day business and will instead be assigned to projects and special tasks. During this time, however, I will be able to press ahead with the preparatory work for my new agency. The new agency will start on October 1.
Listening to your comprehensive service claim, one must assume that the new agency will need a large number of employees. Where will you get all the people you need in a dried-up labor market?
Lehmann: You find people, I have also had this experience in recent years. It's also fascinating and a particularly attractive challenge to be involved in the founding of a new media agency.
Other media agencies will have to take special care of their employees in the near future so that you don't poach them. How many people will you be taking with you from Optimedia?
Lehmann: You can't "take" employees with you. Every media planner at Optimedia or another agency decides independently on their choice of workplace. I can't influence that. But as I said before, I'm not worried about finding the right employees. Zurich Seefeld also has the advantage of being a very attractive place to work.
Is Zurich Seefeld the definitive location?
Lehmann: We are starting in temporary office space in Seefeld for the time being. However, we are also negotiating other attractive locations. But one thing is certain: we will definitely be setting up in Seefeld or its immediate surroundings. After all, we also want to use the location to help our agency's project name - Mediahaus Seefeld - achieve a breakthrough.
The economic environment at the moment is not what you would wish for when starting a new agency: The economy is stuttering, advertising investment is falling. Is a shrinking market the right environment for launching a new agency?
Lehmann: It's certainly not a bad environment. Especially when you have to be more careful with your money, quality is increasingly in demand. Of course, it's nice to be in a booming market. But in a booming market, you can still sell half-rotten apricots. When the market is tougher, you have to work harder. That's why I think now is a good time to set up an agency.
Will you also be taking Optimedia customers with you?
Lehmann: It's the same as with employees: Customers decide for themselves which agency they want to work with. We open an agency because we want to make an offer to the market. Interview: Daniel Schifferle

Outdoor advertising company Plakanda is entering a new segment of the outdoor advertising market through a joint venture with Impact Peter Furrer AG: Since early June, the newly founded company Plakanda Impact AG has been offering specialized advertising space on trucks, buses, and passenger cars, as well as ground-level advertising, ticket advertising, ambient media at airports, promotional campaigns, and more. According to CEO Beat Roeschlin, Plakanda holds «a clear majority» stake in Plakanda Impact. The managing director is Peter Furrer, who specializes in brokering advertising clients and managing media ad accounts. Saying goodbye isn’t easy. Those who clicked on the new homepage of the creative agency Ruf Lanz during its official launch on July 1 were quite surprised. There, they found the surprising message that Markus Ruf and Danielle Lanz were parting ways. Only after several seconds of incredulous astonishment did the explanation for the supposed bad news become clear: they were canceling their Cinécard and their general membership at the swimming pool. According to the explanation provided later, the agency owners want to focus entirely on advertising for the foreseeable future.
The Genesis of Deadly Desire. No publication is shying away from Condomeria’s latest campaign, conceived by Frank Bodin, CEO of Euro RSCG Switzerland, and Alvaro Maggini, Art Director at AY&R. The child of two fathers leads the viewer straight to the Tree of Knowledge: Through the image of the Fall by painter Peter Paul Rubens and the line «Does not protect against sins. But from mortal sins,» it drives home the potential consequences of unprotected, promiscuous sex and reckless, spontaneous encounters. Fear may be a poor advertiser. But once libido has led reason down into the pants, only art can bring it back up again.
Olympic Flame. With his legendary «Cross» campaign, Frank Bodin has already drawn significant attention to the issues surrounding China’s occupation of Tibet. The idea was later supported by everyone from Richard Gere to Oliver Stone and Naomi Campbell, all the way to the Dalai Lama. Now Bodin wants to follow up. On July 13, Moscow will decide the host city for the 2008 Olympic Games. “The Beijing Games. With Tibet,” Bodin demands, and has produced a striking commercial. Five piercing gunshots leave behind an unsettling Olympic symbol in the form of bullet holes. The target audience is the 123 members of the International Olympic Committee. The ad is likely to embark once again on a journey to raise awareness around the world.
Contemporary advertising. A full-page interview in a major quality newspaper: statesmen and Olympic champions alike are happy to be celebrated with this honor. Advertisers, on the other hand, are primarily found in newspapers in the form of ads. But these can be journalistically compelling, as demonstrated by an ad featuring Jean-Rémy von Matt in the weekly newspaper *Die Zeit*. Spanning a full page, the co-founder of the von Matt agency shares insights into his successes, his creative power, and other topics. The interview is illustrated with a picture of Jean-Rémy von Matt dressed as a monk—after all, he was once a boarding school student. The «interview» was designed by Baader Hermes/Y&R. As part of a series featuring prominent figures from various advertising agencies, this creative agency is promoting *Die Zeit* itself.
The rights battle has begun. The Union of European Football Associations (UEFA) has terminated its agency contract with Lucerne-based Team Football Marketing AG for the marketing of Champions League rights as of June 30, 2003, in accordance with the terms of the agreement, and is putting the rights up for bid again; Team Football intends to submit a bid once more. Continuing its partnership with UEFA beyond 2003 is a priority for the company. Team Football Marketing AG is a subsidiary of Highlight Communications AG in Pfäffikon SZ.
The Swissair Brand Identity

It’s always amusing to watch when advertisers, consultants, PR professionals, and media executives debate on panel discussions about who has the greatest influence on the management of a major brand. Just like at a bazaar, each participant highlights the qualities that qualify them to take the lead. The fact is that most consultants, managers, and advertising and marketing executives stay with a brand for only a few years before moving on to pursue higher-level opportunities. Their commitment isn’t designed to be long-term, yet it is precisely this long-term commitment that is crucial for brand management. Brands want to be loved and nurtured.
Swissair was once a unifying national treasure for the Swiss; now, following a reckless name change and shifts in strategy and management, it lies in ruins. In 1995, Advico Young & Rubicam won the prestigious Swissair account under Reutlinger, followed by Bruggisser, Katz, Schär, and Suter. CEOs, managers, and consultants who had misjudged the strategy nearly drove the airline into bankruptcy. The stock price is at rock bottom, investor confidence is shaken, yet people continue to fly with Swissair. They love «their» Swissair and trust its «soul» more than they do the managers.
Fortunate is the brand that, in such turbulent times, can count on an agency that ensures reliability and continuity in brand communication. Despite catastrophic mistakes, Swissair continues to enjoy a high level of brand loyalty and public support. These are the prerequisites for a
The brand «belongs» to the customer. Read on page 6 to find out how the Gockhausen agency plans to reposition the airline, which has been plagued by turmoil. Samuel Helbling

Matter & Partner stages a lyrical Landiwiese for Theater SpektakelA good man in his dark urge is "well aware of the right path" and will once again be on the lookout for flights of fancy on the Landiwiese this year. If he spies the theatrical and poetic signs on litter bins, electricity pylons or no-parking signs in his Sturm und Drang, then he has probably reached his destination: the 22nd Zürcher Theater Spektakel.This is how the latest edition of the festival, which has long been known and loved beyond the city limits, recommends itself: the creative minds at Matter & Partner have used quotes from Goethe's "Faust - The Second Part of a Tragedy" to distort objects that characterize the venue and lend it a mystical touch. Visitors to the stage that means the world are thus immersed in an ironic midsummer night's dream even before the performance. Symbolic of the entire program, three quotes from the character tragedy represent the setting of the colourful festival. page 10

Muse & Musse Michael Kathe
What was the last cultural event you attended?
Michael Kathe: The "Festival of Indigenous Film" at the Xenix cinema. A kind of supplement to Diesel's Cannes gold campaign.
What are you reading right now?
Kathe: "Lacan in Hollywood" by Slavoj Zizek and "Pornography. The power of representation" by Susanne Kappeler. For the love of cinema.
Which CD do you currently prefer to listen to?
Kathe: "Hawaii Blue" by Christian Morgenstern, "The Optimist" by Turin Brakes, "Origin of Symmetry" by Muse.
Which movie would you most like to see again?
Kathe: "Body Double" by Brian de Palma. I've seen it countless times on video, but never in the movies.
What TV show did you fall asleep during the other night?
Kathe: It never happens to me.
What is your latest discovery on the Internet?
Kathe: www.lukeford.com (rediscovery).
What could you never do without?
Kathe: On writing, going out.
What do you do in a free minute?
Kathe: The household, writing and going out.
Love is...?
Kathe: ...awesome.

Conrad Meyer has been Chairman of the Board of Neue Zürcher Zeitung since the beginning of MayHead of the week "Science alone is too one-dimensional for me"
He says of himself that he is "a lucky man" and he probably is: Conrad Meyer, Professor of Business Administration, Director of the Institute of Accounting and Controlling and Vice-Rector for Planning at the University of Zurich, has had many things fall into his lap in life. Including the chairmanship of the NZZ Board of Directors, which he has held since the beginning of May. Meyer is relaxed about the fact that this opportunity presented itself to him, as his predecessor Eric Honegger did not seek re-election due to the Swissair turmoil: "For me it was a happy coincidence, for the Board of Directors it was a logical progression of events." Now he is tackling the task and looking ahead.
He is doing this consistently: in order to free up space for his latest mandate on the one hand and his professorship on the other, the 51-year-old is relinquishing his position as Vice-Rector of the University at the end of February 2002. Meyer wants to be able to tackle his tasks "properly", he doesn't like half measures.
This is also his curriculum: after graduating from high school, Meyer studied economics in Zurich. However, he only decided to pursue an academic career during his doctoral thesis. Of course, he has always flirted with the idea of switching to the private sector. This was also the case during his rise to become Head of Institute, Vice-Rector and Head of the "uni 2000" reform project and later Vice-Rector Planning. Is that why he dances out of line in university circles? "It's more typical that academics are not necessarily interested in the private sector - in my field, however, the combination of theory and practice is indispensable. Science alone is too one-dimensional for me.
Meyer is fascinated by both worlds: In his scientific work, the dedicated professor appreciates working with young people and motivating them. "I also enjoy writing and publishing," he adds. Appointments to the Board of Directors, meanwhile, allow him to apply and optimize strategies in practice. He is careful to ensure that every entrepreneurial action is evaluated with a view to the future.
Meyer obviously manages to juggle so many things at the same time. Is there still time for family and hobbies? "Of course, I need family life and biking or motorcycling to balance things out." One day he wants to travel through the States on his Harley, including his wife and daughter, of course.
Until then, the Chairman of the Board of Directors has other things on his plate - such as the NZZ am Sonntag project. "It will not be a seventh edition of the NZZ, but a new newspaper with its own editorial team and original design." Carole Koch

Following the publication of the article "The battle for commuters" in WW 25/01, questions have arisen that need to be clarified: In Zurich, Metropol grants free advertisements to the SBB and 20 Minuten various transport companies, as the two newspapers have concluded box contracts with these public transport partners. The question therefore arises as to whether and, if so, how these advertisements are reflected in the VSW statistics and the Media Focus data.According to Carmela Wittmer, VSW statistics project manager at Wemf, commuter newspapers are not allowed to count the advertisements of their public transport partners. Nor should they, according to Metropol publishing director Manuel Loureiro and Rolf Bollmann, managing director of 20 Minuten. Accordingly, the WW graphics are correct according to VSW statistics.
In the data from Media Focus (MF), however, it should be clarified that own and free advertisements are counted, but not PR texts. According to Stephan Wyss, Deputy Managing Director of MF, 20 Minuten counted a total of 130 advertisements from the Zurich public transport company between July 2000 and April 2001, resulting in a gross revenue of CHF 1.184 million. Added to this are the advertisements of other public transport partners. In the same period, MF only counted one SBB advertisement for Metropol; other SBB pages were counted as PR texts and were not surveyed. (mk)

Becoming a marketing planner is difficult, but being a marketing planner is desirable. 1106 candidates, including (a new record) 462 women, took part in the 19th examination organized by the Swiss Marketing Club, the Gesellschaft für Marketing, the Schweizerischer Kaufmännischer Verband and the Schweizerischer Arbeitgeberverband this year. A total of 627 candidates passed the exam. The youngest participant was 22, the oldest graduate 55 years old. Five top shots passed with a grade of 5.0 or higher (pan).

No significant relaxation of the new advertising regulations for pharmaceuticalsBy Andreas Panzeri The Swiss Advertising Association hosted a workshop on the new advertising regulations for pharmaceuticals. "A killer for creative advertising?" was the provocative question posed during the discussion. The answers tended to be yes, as pharmaceutical advertising remains heavily regulated in Switzerland even with the new federal law.
"This is an advertisement for therapeutic products. Seek advice from a specialist at the ICS and read the advertising guidelines!" This slightly modified mandatory notice could be issued if an agency wishes to advertise medicinal products in future. Pharmaceutical advertisers were expecting a new law to come into force on July 1, 2001. In December 2000, the cantonal parliament in Berne passed the new Therapeutic Products Act, which is to replace the guidelines of the Intercantonal Control Authority for Therapeutic Products (ICP). However, as the necessary ordinances have not yet been drawn up and a second official consultation began on July 2, the eagerly awaited ordinance will not come into force until January 2002. What will it bring us?
Alfred Jost, Deputy Director of the ICS, summarized the framework conditions for pharmaceutical advertising and showed that the new law has hardly allowed any greater freedom since the liberalization in 1995. In principle, the list of 17 "inadmissible advertising elements" remains unchanged. The mandatory reference "This is a medicinal product..." will also remain obligatory.
However, price comparisons should be possible under the new regulation. However, this only applies to specialist advertising aimed at healthcare professionals. The state government stated in its report that "medicinal products are a special commodity with considerable potential for misuse and abuse". Advertising to the general public is therefore still only permitted for non-prescription medicines.
Side effects of PR should not be underestimated
Advertising must also not "encourage the excessive, improper or inappropriate use of medicinal products". In concrete terms: a "3 for 2" promotion or packs with added value remain inadmissible for end consumers. However, patients may now also be rewarded with loyalty bonuses, just as a doctor or pharmacist receives from the pharmaceutical supplier at the end of the year.
According to Jost, however, "the fear that advertising will tempt consumers to make more purchases is wrong", because according to studies, such advertising "only shifts market share, except perhaps in the case of Viagra".
In the past, any communication could only take place in two stages with the doctor or pharmacist intervening in a censoring and advisory capacity. Today, patients can also find out about new medicines in person. One question left unanswered at the workshop was therefore whether and how side effects can be kept under control by PR in the future with appropriate package inserts for the new Medicines Act.
The new law is powerless against internationally disseminated information on the Internet, even if there are clear rules, at least for homepages published from Switzerland, as Sylvia Schüpbach from the ICS legal service knew.
Being creative means pushing the boundaries of what is possible
Simon Frey tried to show how creative advertising is still possible - or impossible from an advertising perspective - under such conditions. The pharmacist is an ICS Advertising Assessor and must assess the advertising material presented to him in advance in the event of complaints or inquiries.
His basic rules: Drug advertising must remain factual and must not work with emotions that are effective in advertising. Stimulating music in a commercial is just as frowned upon as suggestive illustrations in an advertisement.
It is forbidden to show more than one daily dose so that the intake could not be interpreted as harmless. Nor should exaggerated hopes be raised, such as the slogan "Healthy in 5 minutes". Similarly, there is not a single product "completely without side effects", as Felix Schwarzenbach, doctor and secretary of the pharmaceutical advertising code for the chemical industry, explained.
"Creative surfing at the limits of what is possible" is therefore the recipe. The new regulations have also been referred to as "guard rails". However, anyone who goes against them will have to be assessed by federal officials in future, as the new law means that ICS staff will be taken over by a new Federal Institute for Therapeutic Products that is legally binding for all parties.