Zurich municipal council in favor of restrictions on outdoor advertising
The industry association KS/CS Kommunikation Schweiz warns of the economic and social consequences of the planned advertising restrictions in Zurich. After the city council rejected a general ban on advertising, the municipal council has now come out in favor of a watered-down version of the SP - with potentially far-reaching consequences for culture, business and political actors.
The discussion about outdoor advertising in the city of Zurich is entering the next round: the motion originally submitted by the Alternative List (AL) called for a comprehensive ban on commercial billboard advertising - not only in public spaces, but also on private property if it is publicly visible. This would affect not only traditional advertising spaces at train stations, in streetcars and buses or on public vehicles, but also digital advertising media on buildings. The Zurich City Council rejected the motion last year on the grounds that it would represent a significant intervention in the local economy and could jeopardize advertising revenue of around CHF 28 million annually.
The municipal council has now adopted a watered-down version of the SP parliamentary group by a narrow majority: 58 votes were in favor of the amendment, 57 against and there were no abstentions. Although the new model is less restrictive than the AL's original advertising ban, the advertising industry remains concerned.
KS/CS warns of negative consequences
In a press release, KS/CS Communication Switzerland reacted critically to the decision. The association emphasizes the importance of outdoor advertising as a communication channel for the local economy, creative artists, political actors and non-profit organizations. It also warns that restricting poster advertising could further accelerate the already strong migration of advertising money to digital channels and international tech platforms.
Jürg Bachmann, President of KS/CS, is clear: "The far-reaching restriction of outdoor advertising in the city of Zurich would weaken the economy, society, culture and politics. In particular, it would impair consumers' freedom of choice, because advertising is information." KS/CS also points out that outdoor advertising is one of the most CO2-efficient advertising media compared to digital channels.
LSA is disappointed
In addition to KS/CS Communication Switzerland, Leading Swiss Agencies LSA has also criticized the decision of the Zurich municipal council. The association of leading Swiss communication agencies warns of the negative economic and cultural impact of the planned restrictions. "Outdoor advertising is an essential part of urban life in Zurich. A ban has far-reaching negative consequences: It deprives the city of considerable revenue, weakens the economy and restricts SMEs in particular in their communication," says LSA President Andreas Hugi. The measure would also make it more difficult to advertise cultural events, as posters are an important information channel. LSA is therefore calling for a fact-based discussion of the issue and a solution that takes equal account of economic, cultural and social interests.
What's next?
The Zurich City Council is now obliged to draw up a draft bill within the next two years. KS/CS has already announced that it will critically monitor the further process and advocate a business-friendly implementation. The debate about the future of outdoor advertising in Zurich is therefore likely to continue for some time to come.
In November, KS/CS invited guests to the Razzia to discuss the planned restrictions on outdoor advertising. Click here for the Insights.
