Tobacco and nicotine: Another step toward introducing the advertising restrictions desired by the people
The Federal Council has opened the consultation process on the draft revision of the Tobacco Products Ordinance (TabPV). This bill aims to tighten advertising restrictions. It implements the revised Tobacco Products Act (TabPG), which was passed by Parliament following the adoption of the popular initiative «Children and young people without tobacco advertising.» The new provisions are scheduled to come into force at the beginning of 2027.
The new Tobacco Products Act, which came into force in October 2024, already introduced a ban on sales to minors and advertising restrictions for all tobacco products and e-cigarettes. However, the law must be amended to implement the popular initiative «Children and young people without tobacco advertising,» which was approved by the people and the cantons in 2022.
The law, which was revised by Parliament in June 2025, introduces further restrictions on advertising, sales promotion, and sponsorship for tobacco products and e-cigarettes. In future, advertising in the press will be prohibited. This does not apply to publications that are sold mainly through subscriptions and whose readership consists of at least 98 percent adults. Advertising at points of sale will also no longer be permitted. In addition, tobacco products and e-cigarettes may no longer be advertised on the internet if there is no age verification system in place. Sponsorship of events that can be attended by minors will also be prohibited unless appropriate measures are taken to ensure that the advertising is neither visible nor accessible to minors at the event.
Main elements of the revised regulation
The revision of the law also requires a revision of the Tobacco Products Ordinance (TabPV). This regulates in particular the requirements for the age verification system, which is mandatory for online advertising and sales via the Internet or from vending machines. Proof of age must be provided in the form of an official physical or electronic ID, such as an identity card, a foreigner's ID card, an electronic ID (e-ID), or another secure electronic means of identification such as SwissID. The bill also specifies which measures are considered appropriate to make advertising at events sponsored by the tobacco and nicotine industry invisible and inaccessible to minors. Minors must be prohibited from entering the premises where the advertising is located, and age checks must be carried out at the entrance. The Federal Council has opened the consultation process on the revision of the ordinance: the consultation will run until March 20, 2026.
More information:
- Revision of the Tobacco Products Act
- Fact sheet: Tobacco advertising
- FAQs on the implementation of the Tobacco Products Act
Source: BAG
