Swiss Fair Trading Commission: A Record Year in 2025
240 complaints, misleading environmental claims, “organic cotton” made of polyester: The Swiss Fair Trading Commission looks back on a record year—and clarifies the boundaries of fair advertising.
Fair advertising requires clear evidence
With 240 complaints, the Swiss Fair Trading Commission (SLK) once again set a record last year. The 2025 Annual Report shows that the most common reason for complaints was misleading or inaccurate information in commercial communications—45.4 percent of all cases fell into this category, including complaints related to greenwashing. Aggressive sales methods came in second at 14.9 percent, followed by sexism in third place at 8.8 percent.
President Philipp Kutter sums up this year’s key message in a single sentence: Fair advertising must be clear, accurate, and verifiable. This is precisely how the SLK evaluates commercial communications—in the interest of consumers as well as in the interest of a credible advertising industry.
Selected Decisions of the Swiss Fair Trading Commission
The activity report illustrates the SLK's work through specific cases. These cases demonstrate the range of topics addressed—from hotel advertising to environmental claims to fitness claims on social media.
A natural hotel cove instead of a fine sandy beach
In an advertisement for a hotel, the beach location was described, among other things, using the terms «sand,» «natural,» «swimming platform,» «swim shoes recommended,» and «private.» The complainant considered this to be misleading: in reality, the bay was mostly rocky, with slippery and sharp-edged stones; swimming was virtually impossible without a pontoon. The SLK dismissed the complaint. In its view, the descriptions «unspoiled,» «swim shoes recommended,» and «swimming platform» in particular made it sufficiently clear that this was not a fine sandy beach with easy access to the sea. The average consumer would expect natural obstacles based on such a description.
Produced without CO2? Environmental claims must be verifiable
The packaging of dishwasher tablets stated that the tablets were manufactured entirely in France, at a factory that operated without CO2 emissions. It also claimed that the production site recycled all waste. The SLK partially upheld the complaint: The claim regarding manufacturing in France could be substantiated. However, it was not sufficiently proven that the entire factory operates without CO2 emissions and that all waste is recycled. The Commission notes that environmental claims must be clear, true, and verifiable based on objective evidence.
Advertised as organic cotton, but delivered as polyester
An online store advertised a sweater as a product made from organic cotton. However, after placing her order, the complainant received a sweater made of 100 percent polyester, manufactured in China. The SLK upheld the complaint. The seller had not submitted a statement; the complainant’s claims therefore remained uncontested. The decisive factor for the Commission was that the advertisement created an impression that did not correspond to the product actually delivered. Information regarding material, origin, and product characteristics must be truthful and clear.
1,200 calories in a short period of time
An Instagram promotional video advertised a treatment or device with a bold claim of effectiveness: it promised to burn up to 1,200 calories in a short period of time. The SLK upheld the complaint. It deemed the statement to be a specific performance claim that the public would understand as a measurable promise of effectiveness. The provider was unable to substantiate the accuracy of the statement. Particularly in the fitness and beauty sectors, the rule applies: Anyone who advertises specific effects must also be able to prove them.
60 Years of SLK and a New Member of the Foundation Board
On the occasion of the 60th anniversary of the Swiss Fair Trading Commission, President Philipp Kutter spoke in an interview with persoenlich.com about landmark decisions, political calls for stricter advertising restrictions, and the continued effectiveness of voluntary self-regulation. According to Kutter, the Federal Council has repeatedly stated that the Fair Trading Commission’s work is of great value.
In addition, the Board of Trustees of the Foundation for Fairness in Commercial Communication welcomes a new member: Dr. iur. David Aschmann. A doctor of law and linguist, he serves as a judge on the Federal Administrative Court and, according to his own statements, has proven expertise in intellectual property and competition law.
For more information on the 2025 Annual Report and the chambers' decisions, please visit https://www.faire-werbung.ch available.
