Swiss tobacco ad ban to protect minors to begin in 2027

Tobacco advertising will be banned in Switzerland to protect children from 2027. Keystone-SDA

The new rules on tobacco advertising to protect children adopted by the Swiss parliament this summer should come into force at the beginning of 2027. On Friday, the government launched an official consultation process.

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This represents a step towards the introduction of the restrictions on tobacco and nicotine advertising decided by Swiss voters, said the Federal Council in a press release. In February 2022, voters and cantons approved the popular initiative “Children and young people without tobacco advertising”. It called for a ban on “all forms of tobacco advertising accessible to children”.

After lengthy negotiations, parliament opted for a middle path. Advertising in newspapers and magazines will be banned, unless the advertising is inside publications sold mainly by subscription and the readership consists of at least 98% adults.

Proof of age

Revision of the law requires changes to the Tobacco Products Ordinance in order to tighten restrictions on advertising. In particular, it sets out the requirements for the age verification system that must be put in place for online advertising and sales, and for sales via vending machines.

Proof of age will have to be provided by means of an official identity document in physical or electronic form, such as an identity card, residence permit or electronic identity (e-ID), or by means of another secure electronic identification, such as SwissID.

The draft also defines what measures are considered appropriate to ensure that advertising at events sponsored by the tobacco industry and products containing nicotine are neither visible nor accessible to minors. Access to the venue where the advertising is displayed must be forbidden to minors, with age checks at the entrance.

Adapted from German by AI/sb

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