Switzerland opened a formal consultation on new tobacco and nicotine advertising restrictions, setting the stage for the rules to take effect in early 2027. The move marks a key step in implementing the “Children and young people without tobacco advertising” initiative approved by voters in 2022, which calls for banning all tobacco ads accessible to minors.
After protracted debate, parliament adopted a compromise earlier this year. Advertising in newspapers and magazines will be prohibited unless the publication is primarily subscription-based and at least 98% of readers are adults. The draft ordinance also details new age-verification requirements for online ads, e-commerce sales, and vending machines. Proof of age must be confirmed using an official physical or digital ID, including SwissID or the national e-ID.
Additional rules outline how event organizers must prevent minors from seeing tobacco-sponsored advertising, including mandatory age checks and restricting access to areas where such ads are displayed.