Survey: Large Majority Supports Stricter "Swissness" Trademark Protection

Parliament passed the so-called «Swissness» bill in June 2013. It stipulates that, for industrial goods, at least 60 percent of the manufacturing costs must be attributable to Switzerland in order for the product to be sold under the “Swiss” label. For “Swiss made” food products, at least 80 percent of the raw materials, by weight, must come from Switzerland.

Companies decide

Companies decide for themselves whether to comply with the guidelines and advertise using the «Swiss» brand or whether to forgo the “Swiss Made” label. According to a report by FH on Monday, 90 percent of respondents in Switzerland would attach exceptionally high importance to better protection for the “Swiss” brand. No group or political party’s supporters opposed the implementation of the Swissness bill by a majority. And more than two-thirds (70 percent) want the bill to take effect as planned in early 2017. In the eyes of the majority of respondents, the strong Swiss franc is not a reason to delay the bill’s implementation. From their perspective, stricter protection of the “Swiss” brand represents more of an opportunity for Swiss companies, the press release stated. The bill’s implementation is controversial: In June, some members of the Council of States criticized the regulations as being too complicated. Hannes Germann (SVP/SH) had sought to ask the Federal Council how much “Swissness” was costing companies and how many businesses were therefore opting out of “Swissness.” However, his postulate was rejected. Previously, at the end of May, the National Council’s Legal Affairs Committee had decided to submit a motion to postpone the bill’s entry into force and to demand simpler implementing regulations. The background to this demand was the abolition of the euro minimum exchange rate on January 15, 2015.

Extra effort and additional costs

A survey conducted by Promarca, the Swiss Association of Branded Goods, among 89 CEOs of Swiss companies revealed that «one-third of the association’s affected members intend to stop promoting Swiss origin if the bill comes into effect in its current form.» Promarca wrote in early August that this opposition stems less from the companies’ failure to meet the criteria than from the increased administrative burden and additional costs. The association includes companies such as Nestlé, Rivella, Victorinox, and Ricola. On behalf of FH, the research institute gfs.bern surveyed 1,003 Swiss citizens eligible to vote between July 20 and 24. (SDA)