79 Motions: KS/CS Communication Switzerland Under Pressure

At this year’s general meeting of KS/CS Kommunikation Schweiz in Bern, association president Jürg Bachmann made it clear just how much political pressure on the Swiss advertising industry has increased. There are currently 79 political initiatives pending that are relevant to the advertising industry—a sign that is forcing the industry to take action.

Freedom from Advertising as a Democratic Issue

At the 101st General Meeting, attended by approximately 50 participants, the members of KS/CS reaffirmed their commitment to responsible and transparent communication. Advocacy remains a central focus of the association’s work. KS/CS systematically monitors regulatory developments at all levels, analyzes their impact on the industry, and develops well-founded positions in close coordination with the Executive Board—particularly with regard to free market access and consumers’ freedom of choice.

Gregor Rutz, National Council member and president of the «Market and Advertising» parliamentary group, summed up the evening’s key message: «If you want quality growth, you have to champion advertising. It is also an expression of the liberal rule of law and an important part of freedom of communication.» Rutz pointed out that advertising bans would quietly undermine democracy.

In his opening remarks, Swiss wine merchant and wine journalist Philipp Schwander also emphasized the importance of a liberal market: «More and more guidelines from the World Health Organization (WHO) are standing in the way of this free market economy.»

Thanks to the support of its members, the association was able to actively participate in 24 parliamentary debates and six public consultations last year and largely succeeded in representing the industry’s positions.

AI and the Shift of Advertising Revenue Abroad

In his brief presentation, Andrea Masüger, President of the Swiss Media Publishers Association (VSM), highlighted the structural challenges facing the Swiss advertising market. The internet and social media have largely shifted advertising in Switzerland abroad: Three-quarters of online advertising revenue now flows to California and China. The Swiss advertising industry is missing out on this revenue.

Masüger believes that artificial intelligence will further exacerbate the problem: «Artificial intelligence (AI) is making the problem worse because it’s also siphoning off journalistic content. But AI isn’t just affecting the media industry; it will also lead to a highly troubling development in traditional advertising.»

Net advertising revenue stagnation takes center stage at KS/CS general meeting

Roland Ehrler, Vice President of the Foundation for Advertising Statistics, presented the latest figures at the conclusion of the meeting: Overall, net advertising revenues declined slightly compared to the previous year. Revenue increases were recorded in the areas of outdoor advertising, movie theater advertising, online advertising, and promotional items. All other media categories—print, TV, and radio—were unable to increase their revenues compared to the previous year.

Matters Related to the Bylaws and a New Board Member

The members approved all of the board’s proposals and endorsed the annual financial statements, which showed a balanced budget. Roger Baur, owner of Netprofit GmbH, was newly elected to the board. Baur is a co-founder of the IAB Switzerland Association and served as its managing director for eleven years.

For more information about KS/CS Kommunikation Schweiz, visit: https://www.ks-cs.ch