Threat of advertising bans endangers the advertising industry

On September 24, Baselland will vote on a ban on tobacco and alcohol advertising. If the people of Basel say yes, a wave of bans will sweep through Switzerland, predicts the business newspaper "Cash" in its current issue. Two thirds of the cantons are currently discussing a ban bill - if they have not already implemented one. Meanwhile, business associations and the advertising industry describe the bans as a restriction on freedom of expression and fear that a yes vote could lead to further measures such as a ban on advertising for fast food. In Basel, the "Alliance against advertising bans" is currently active with a referendum campaign. The billboard company APG, which generates an annual turnover of CHF 20 million from tobacco advertising, is also involved. Advertisers such as Frank Bodin, Martin Spillmann and Bernhard Abegglen, who see orders for poster campaigns, cinema spots and sponsorship appearances at risk, are not at all enthusiastic about any advertising bans. But even without bans, alcohol and tobacco advertising is on the decline. In 2000, the tobacco industry spent CHF 70.8 million on advertising in Switzerland. In 2005 it was just 49.9 million. In 2002, 57.7 million francs were spent on alcohol advertising, but in 2005 the figure fell to 31.2 million francs. However, as Abegglen from the Bern agency Contexta explains, there are "sneaky ways" of advertising on the Internet that can be used to circumvent any advertising bans: For example, online games that are sponsored without mentioning a brand name - which is certainly noticeable.  
Meanwhile, the umbrella organization for Swiss advertising proclaims the slogan "Abgewürgt! Off tour! Abgeblasen!" and is targeting events in sport and music, which could hardly exist without tobacco and alcohol advertising. In some cantons, however, politicians are aware of the problem, writes "Cash". In the canton of Bern, advertising for alcohol with less than 15 percent by volume should still be possible at cultural and sporting events in the future. In the canton of Graubünden, alcohol advertising is only prohibited above 20 percent by volume - out of consideration for local brewers and winegrowers.
According to a study by the Federal Office of Public Health, the majority of 14- to 65-year-olds in Switzerland (67%) currently welcome a ban on tobacco advertising. In 1993, the people rejected advertising bans for alcohol and tobacco as part of the twin initiative with a "no" vote of over 75% in each case.