Switzerland is moving forward with restrictions on tobacco and nicotine advertising to protect minors, following a decision approved by voters and cantons in February 2022. The popular initiative, “Children and Young People Without Tobacco Advertising,” called for a ban on all forms of tobacco advertising accessible to children. The Federal Council described the new measures as a significant step toward implementing these restrictions.
After extensive negotiations, the Swiss parliament adopted a balanced approach. Tobacco advertising in newspapers and magazines will generally be prohibited, except in subscription-based publications where at least 98% of the readership is adults. This ensures that advertising is not accessible to minors while allowing some adult-targeted media to continue carrying ads.
The revised law requires updates to the Tobacco Products Ordinance, specifying stricter rules for age verification for online advertising, sales, and vending machines. Minors will be prevented from accessing tobacco products unless proof of age is provided through official identity documents, such as an identity card, residence permit, electronic identity (e-ID), or other secure electronic identification systems like SwissID.
The draft law also addresses tobacco and nicotine advertising at events, requiring measures to prevent exposure to minors. Event organizers must ensure that advertising is neither visible nor accessible to young people, with age checks at entrances to venues where such promotions are displayed.
