Switzerland Bans E-Cigarette and Oral Nicotine Product Ads Targeting Young People

Swiss media reported on June 13th local time that the Swiss Lauterkeitskommission (Swiss Commission for Fairness in Advertising) announced that from July 1st, e-cigarettes and other oral nicotine products will be banned from targeting young people in commercial advertising. This includes Snus (a type of smokeless tobacco) which has seen significant growth in Switzerland. In addition, the decision also expects the new version of the Swiss Tobacco Products Act to take effect in early 2024.

According to reports, the Swiss Commission for Fairness in Advertising decided to expand its definition of advertising principles at its May meeting this year, including e-cigarettes and oral nicotine products. From the revised terms, the change is mainly reflected in the protection of minors, especially the prohibition of advertising e-cigarettes and oral nicotine products to those under 18. The scope of coverage includes advertising aimed at young people, media, and related sports and cultural activities.

According to the Health Behaviour in School-aged Children (HBSC) study, the usage rate of 15-year-old teenagers in Switzerland is 21%, and the popular Snus accounts for 7.3%, which is twice the data in 2018.

Public information shows that the Swiss Commission for Fairness in Advertising is not a government agency, but a neutral, independent, non-governmental organization within the media industry for advertising self-regulation purposes. Anyone has the right to complain about any commercial communication they consider unfair, and it does not issue any judgments that can be enforced by the state. Its purpose is to make recommendations to advertisers for future implementation to avoid legal risks of litigation or criminal proceedings.