Description

Who: City of Geneva

What: Referendum for a total ban on commercial advertising. With a small majority, the referendum was lost.

When: 12th of March 2023


Official results show 51.9% of voters rejecting the total ad ban plan by the local authorities which had the backing of left-wing parties and environmental groups. Unfortunately, opponents used highly speculative statements linking the proposal to loss of childcare places.

The area of Vernier ban on outdoor advertising sites still stands, since September 2022.

Find an overview of how the referendum came about below.

 

‘Popular initiative’

While two outdoor advertising groups were fighting over each other for the contract, the public used the blank billboards to unleash their creativity and ROC-Genève brought forward the idea to push for a full outdoor ad ban. The Swiss political system gives citizens the power to put forward ‘popular initiatives’ when enough signatures are gathered. However once the 4000 signatures were gathered to put their initiative forward to the ‘commune’ of Geneva, several parties contested the initiative. The disputes were brought to the constitutional and federal courts of justice, which both ruled in favour of the initiators of the initiative. 

 

Arguments

To counter recurrent narratives brought forward by the opponents on the Right and from the advertising and communication agencies, the initiators brought forward their arguments: 

  • The estimated financial losses only represent 0.03-0.04% of the city’s overall budget. The then 3-year period unti the start of the official ban in 2025 (the end of current ad concessions) would give time to find other revenues. 
  • Many socio-economic benefits would be brought to the city by supporting cultural and arts communication, as the ban only concerns commercial advertising. 
  • Local business would not be harmed, as advertising on one’s own site for their own business  would still be allowed. 
  • The drive for consumerism that advertising facilitates would be highly reduced by this ban. This has positive effects on the overindebtedness of the population and the environment. 
  • Geneva’s old town is de facto exempt from commercial advertising for touristic and aesthetic motives. Why would that not be extended to the rest of the city?

 

Referendum

Enough momentum was gathered throught the collective effort of different civil society groups now gathered in the Oui à Zero Pub coalition. However the counter-petition also managed to gather enough signatures. The citizens of Geneva will be asked to vote in a referendum on March 12th 2023 on whether commercial advertising will be banned or not. The initiators of the ad ban fully support this and welcome the public debate. Other local authorities from the Canton of Geneva have already started to implement a ban on commercial advertising, setting a strong example.