Smoke signals from Brussels
Column: Advertising Bans: Today, the communications and advertising industries are paying the price for their own amateurish approach to communication and advertising. Karl Lüönd on the authorities’ moral crusade against advertising.
Advertising bans column: Today, the communication and advertising industry is taking revenge for its own amateurish communication and advertising.
The "Alliance against advertising bans" is dead - shattered by two referendum defeats in the cantons of Baselland and Solothurn, where advertising restrictions for tobacco and alcohol were at issue. The trade association, the publishers, the advertising industry associations and their clients are united in their goal, but not in their path. At present, the political wing seems to have the upper hand. The trade association, Economiesuisse, employers, innkeepers and farmers are all gunning for the Federal Office of Public Health. The industry associations, on the other hand, seem to be leaning towards understanding and mediation (after all, the FOPH allocates not insignificant budgets.) In other words: the special interests prevail, the fundamental issues have to take a back seat. This is always the case when political amoebas are at work. Meanwhile, the development continues, and it is heading straight in the direction that has been foreseeable since the time of the (rejected) Guttempler initiative. The large and well-functioning alliance of bureaucrats is preparing regulations against which the current restrictions on the advertising of tobacco, alcohol and medicines are a mere buzzer. The dominant smoke signals are coming from the EU headquarters in Brussels. Tübingen law professor Wernhard Möschel says: "The producers of EU regulations treat the consumer as a pathological moron in need of care who can't tell red wine from white wine."
What is being prepared in the torture chambers of EU bureaucrats will sooner or later be transposed into the applicable law of non-EU member state Switzerland with the certainty of clockwork on the famous path of "autonomous implementation". According to an overview published by Der Spiegel, advertising for wine, beer and spirits is to be subject to even stricter limits. A regulation ready for decision stipulates that the labels of high-proof spirits should carry large warnings: "Drinking damages the liver!" or "Alcohol makes you ill!" Advertising motifs that build on a feel-good, party and vacation atmosphere will be banned.
And as has often been predicted here, the terror of virtue is spreading to other areas. Advertising, production and sales restrictions for toys, lighters, food and cars have already been imposed or are currently in progress. Food manufacturers are covered by a network of extremely strict regulations. A central register of officially permitted phrases for health-related arguments ("strengthens the immune system" or "keeps you fit") is in preparation. Other formulations will no longer be permitted. George Orwell sends his regards: The "Ministry of Truth" is becoming a reality.
Before the summer vacations, the European Commission intends to publish proposals for restricting and regulating car advertising. The idea is that in future, every advertisement and every TV spot will have to make large and clear reference to fuel consumption and CO2 emissions, while references to driving pleasure and sportiness in words and pictures will be frowned upon. 20 percent of the volume of every car advertisement is to be devoted to environmental arguments. The car war in Europe is foreseeable: The Italians and French with their small and low-powered models against the powerful Germans... Equally foreseeable is an orgy of hypocrisy. Environmental and safety arguments are being put forward, but in reality it's all about market share and money.
Perhaps this doesn't affect the politically traditionally bored and uncommitted interpretation and mood industry that produces advertising and communication. But what is taking place here is ultimately the restructuring of society and the state-enforced change of habits in production and consumption. Volker Nickel, spokesman for the German advertising industry, rightly sees "a gigantic re-education program for producers and consumers" coming our way. In Swiss editorial offices, this bureaucratic presumption is not an issue - on the contrary: the mainstream of state-believing journalism is willingly turning the screws of prohibition and regulation.
In view of this situation, it remains to be seen how long those responsible in the Swiss advertising industry and business lobbies can afford their luxurious conflict of methods. Today it seems to be taking revenge for the fact that the shoemakers have been wearing particularly bad shoes for many decades, i.e. that the communication and advertising industry communicates and advertises rather amateurishly on its own behalf. It could learn from other industries what long-term, tenacious and intelligent lobbying looks like. The pharmaceutical industry and health insurance companies are a good example.
Karl Lüönd is a freelance journalist and author
The "Alliance against advertising bans" is dead - shattered by two referendum defeats in the cantons of Baselland and Solothurn, where advertising restrictions for tobacco and alcohol were at issue. The trade association, the publishers, the advertising industry associations and their clients are united in their goal, but not in their path. At present, the political wing seems to have the upper hand. The trade association, Economiesuisse, employers, innkeepers and farmers are all gunning for the Federal Office of Public Health. The industry associations, on the other hand, seem to be leaning towards understanding and mediation (after all, the FOPH allocates not insignificant budgets.) In other words: the special interests prevail, the fundamental issues have to take a back seat. This is always the case when political amoebas are at work. Meanwhile, the development continues, and it is heading straight in the direction that has been foreseeable since the time of the (rejected) Guttempler initiative. The large and well-functioning alliance of bureaucrats is preparing regulations against which the current restrictions on the advertising of tobacco, alcohol and medicines are a mere buzzer. The dominant smoke signals are coming from the EU headquarters in Brussels. Tübingen law professor Wernhard Möschel says: "The producers of EU regulations treat the consumer as a pathological moron in need of care who can't tell red wine from white wine."
What is being prepared in the torture chambers of EU bureaucrats will sooner or later be transposed into the applicable law of non-EU member state Switzerland with the certainty of clockwork on the famous path of "autonomous implementation". According to an overview published by Der Spiegel, advertising for wine, beer and spirits is to be subject to even stricter limits. A regulation ready for decision stipulates that the labels of high-proof spirits should carry large warnings: "Drinking damages the liver!" or "Alcohol makes you ill!" Advertising motifs that build on a feel-good, party and vacation atmosphere will be banned.
And as has often been predicted here, the terror of virtue is spreading to other areas. Advertising, production and sales restrictions for toys, lighters, food and cars have already been imposed or are currently in progress. Food manufacturers are covered by a network of extremely strict regulations. A central register of officially permitted phrases for health-related arguments ("strengthens the immune system" or "keeps you fit") is in preparation. Other formulations will no longer be permitted. George Orwell sends his regards: The "Ministry of Truth" is becoming a reality.
Before the summer vacations, the European Commission intends to publish proposals for restricting and regulating car advertising. The idea is that in future, every advertisement and every TV spot will have to make large and clear reference to fuel consumption and CO2 emissions, while references to driving pleasure and sportiness in words and pictures will be frowned upon. 20 percent of the volume of every car advertisement is to be devoted to environmental arguments. The car war in Europe is foreseeable: The Italians and French with their small and low-powered models against the powerful Germans... Equally foreseeable is an orgy of hypocrisy. Environmental and safety arguments are being put forward, but in reality it's all about market share and money.
Perhaps this doesn't affect the politically traditionally bored and uncommitted interpretation and mood industry that produces advertising and communication. But what is taking place here is ultimately the restructuring of society and the state-enforced change of habits in production and consumption. Volker Nickel, spokesman for the German advertising industry, rightly sees "a gigantic re-education program for producers and consumers" coming our way. In Swiss editorial offices, this bureaucratic presumption is not an issue - on the contrary: the mainstream of state-believing journalism is willingly turning the screws of prohibition and regulation.
In view of this situation, it remains to be seen how long those responsible in the Swiss advertising industry and business lobbies can afford their luxurious conflict of methods. Today it seems to be taking revenge for the fact that the shoemakers have been wearing particularly bad shoes for many decades, i.e. that the communication and advertising industry communicates and advertises rather amateurishly on its own behalf. It could learn from other industries what long-term, tenacious and intelligent lobbying looks like. The pharmaceutical industry and health insurance companies are a good example.
Karl Lüönd is a freelance journalist and author
