Zurich threatened with advertising ban: billboards pilloried

Advertising ban as protection for public spaces?

A ban on outdoor advertising on public land in the city of Zurich? For Michael Schmid, municipal councillor of the Alternative List and initiator of the Motionthis is a necessary step. He argued that the increasing presence of advertising, in particular dynamic digital ads, impairs the quality of public space and puts a strain on people's attention and mental health. According to Schmid, advertising promotes consumption patterns that need to be critically questioned in light of ecological challenges. He also warned against the increasing dominance of large international players and called for more space to be given to smaller, local players.

The importance of posters for the city and the economy

Christoph Marty, CEO of the Goldbach Group, strongly disagreed with this position. For him, poster advertising is a proven and exemplary regulated medium that has been implemented in Zurich in an ecologically sustainable manner for years. Marty pointed out that the city has severely restricted the expansion of digital advertising installations and that existing installations are powered by green electricity. At the same time, he emphasized the economic burden caused by rising tax costs: "Taxes paid to the city have risen from CHF 7 million to over CHF 28 million in the last 15 years. At the same time, the number of advertising spaces on public land has been reduced from 3,700 to 3,000." This growing cost pressure is making it increasingly difficult for providers to work economically, he explained.

Urs Spinner from the Zurich Building Department also emphasized the financial consequences of a ban. The revenue of over 30 million francs generated annually is essential for financing the city's infrastructure, including the maintenance of bus stops and public services. At the same time, he emphasized that the city already has strict guidelines in place to ensure the compatibility and quality of outdoor advertising.

Rolf Hiltl, restaurateur and advertiser in Zurich, added the cultural dimension of outdoor advertising. Posters are part of the city's history, he explained, referring to his company's historical campaigns, which are now on display in museums. Hiltl spoke out against a general ban, but emphasized that local companies were coming under increasing pressure due to high cost structures. Special regulations in favor of regional players could create a balance here, he suggested.

Advertising as an indispensable part of society

Roland Ehrler, Director of the Swiss Advertisers' Association, also expressed his position clearly. Advertising is an integral part of a functioning market economy and makes it possible to make products and services visible. A ban would increasingly divert advertising expenditure to digital channels, which are less transparently regulated, explained Ehrler. Poster advertising, he argued, has always had a cultural component and is part of the public space. The social and economic value of this medium should not be underestimated.

A tense outlook

The panel discussion chaired by Matthias Ackeret clearly showed how irreconcilable the positions remain. While one side advocates slowing down and reducing consumption, the other sees billboards as an important economic and cultural pillar of urban life. It is clear that this issue will continue to occupy the population in the context of a possible referendum - with far-reaching consequences for the cityscape and the advertising industry.