The controversial CVP campaign enters the second round

Stone of contention: Anyone searching for candidates via Google ends up at the CVP - with arguments against the respective names (screenshots Google, via Bluewin.ch, Nau.ch and CH Media).

Negative campaigning has always been standard practice in other countries, such as the USA. The idea is to put the political opponent in a bad light or to show why one should not vote for him. Even though the SVP mobilized against the "leftists and nice guys" in the early 1990s with the so-called "Knifeman ad," the CVP's current online campaign, orchestrated by the Enigma agency, has shown Switzerland a form of campaigning previously unknown in this country.

Specifically, Google Adwords was booked in such a way that when searching for candidates for the National Council and Council of States, a supposed info page on the respective persons appears under the domain Kandidaten2019.ch. At first glance, the design is adapted to the respective parties. However, the text does not promote the candidates, but explains why one should not vote for them from the CVP's point of view.

The campaign provoked strong reactions last week. FDP president Petra Gössi, for example, called it towards SRF as "bottom drawer". The Online newspaper Republic asked the questionwhy Google accepts the campaign, although it could be interpreted as abusive, misleading advertising and should be prohibited according to the guidelines. The answer: As long as something is not criminally relevant, Google does not intervene.

The Republic but also revealed that the outrage might also be a tempest in a teapot: The search volume for the candidates was "sobering." Most queries - at least in August - are in the low four-digit range. This leads to the assumption that - apart from the great attention that the campaign received as a result of the wave of media outrage - not too many people are likely to "come into contact" with the technically clever campaign. Because in reality, not many people apparently Google to find out about specific candidates. The search engine provider's September and October figures, which are not yet available, could of course disprove this theory.

How the Switzerland at the weekend writes, several prominent CVP heads - including President Gerhard Pfister - were surprised and caught off guard by the strong reactions.

Nevertheless, the campaign will continue. The second phase was launched at the weekend. The search terms will be expanded. In addition to the names of the candidates, new terms such as "healthcare costs", "federal elections" and party names will be added.

In a third phase - shortly before the elections - the party will use Facebook to show its content to potential voters.