ADV20001 S2, 2016 Advertising Issues: Regulations, Ethics and Cultural Considerations: Major Assignment

1. SWITZERLAND
2026 FIFA World Cup Bid
Bridget Ahmling | Rachel Nash | Bianca Pivac | Chantal Smart

2. Introduction_______________________________ 3
Country Overview__________________________ 4
1.1 Constitution________________________ 5
1.2 Standard of Living____________________6
1.3 Cultural Values______________________ 7
2. Human Rights____________________________8
2.1 Gender Equality_____________________9
2.2 Workforce_________________________10
2.3 LGBTQIA + Community____________11 -12
3. Advertising Standards____________________13
3.1 Positive Stereotypes_________________14
3.2 Negative Stereotypes________________15
3.3 Portrayal of Women & Minorities_______16
3.4 Advertising to Children__________________17
Conclusion_______________________________18
References____________________________19 - 20

3. INTRODUCTION
This report is being issued for review of Switzerland to host the 2026 FIFA World Cup. The re- port
highlights the nation’s worthy attributes and emphasises its core values of a multicultural society.
Switzerland prides itself on its equal rights and high standard of living. Switzerland objectives for hosting
the 2026 FIFA World cup include promoting a ‘unity, yes’ culture and being a positive role model in the
areas of Social justice, Human Rights and Legal Forces. Switzerland is always striving to help its society
highlighting the same core values of the FIFA World Cup that visions a society that’s equal, inclusive and
lives in harmonisation. If the FIFA World Cup were to choose Switzerland as its host of the next 2026
World Cup they would be choosing a country that has the same core values and vision of itself and taking
pride in its excellent inter- national reputation and democratic nation.

4. 1
COUNTRY OVERVIEW
Switzerland is the known for the nexus of its diverse physical
and cultural geography of western Europe and renowned for
both its natural beauty and way of life. (Wachter et al 2016). Its
towering mountains, deep Alpine lakes and thriving cities are
home to a population of 8,179,294 (CIA 2016). Switzerlands
rocky landscape and multicultural environment has accentuated
a point of difference. With official languages being French,
German, Italian, English and Romansh and diversity of Roman
Catholics, Protestants, Muslims and other Christians religions
(CIA 2016), Switzerland has been a model multi- ethnic and
multilingual society that has created an environment in which a
range of diverse people can live in social harmony and unite in
common interests (Wachter et al 2016). With over 60 airports in
the country and being located in Central Europe (CIA 2016) it
provides easy accessibility for visitors from all ethnic
backgrounds.

5. Switzerland is a Federal Public that has created a consociational democracy
which attempts to maintain political balance and stability (Wachter et al 2016).
The Swiss Confederation protects the liberty and equal rights of the people and
safeguards the independence and security of the country. It promotes common
welfare, sustainable development, inner cohesion, and cultural diversity of the
country. Switzerland strives to safeguard the long-term preservation
of natural resources and to promote a just and peaceful international order. This
outstanding confirmation of Switzerland power to uphold and protect its society
can preserve confidence in the World Cup Committee that Switzerland shares the
same values of improving the lives of young people and their surrounding com-
munities, to reduce the negative impact of our activities and to make the most we
can of the positives. (FIFA 2016)
1.1
CONSTITUTION

6. Switzerland has a Human Development Index of 0.930 positioning it third out of 188 countries
(UNDP 2016). It’s Gross National Income per capita consists of $56,431.1 and a GDP of $482.3
Billion which ranks 40 amongst 230 countries (UNDP 2016). Switzerland performs very well in
measures of well-being relative to most other countries. Switzerland ranks above average in
individual well-being, jobs and earnings, income and wealth, health status and environmental
quality (OECD 2016). When visitors come to explore Switzerland they will value the distinct
cultural difference of housing patterns ranging from modern stone houses in Engadin and Ticino
to house and barn inspirations in the Mittelland, the distinctive shingled facades in Appenzell,
and the wooden villages of the valleys of Valais canton. (Wachter et al 2016).
1.2STANDARD OF LIVING

7. Switzerland’s National Culture can be evaluated using the Geert
Hofstede model. The first dimension being ‘power distance’.
Switzerland’s power distance is considered to be very low with
the Swiss people believing that equality should be prevalent in
society with their motto being “Unity, yes; Uniformity, no.” An
important part of this culture is communication. Swiss people
prefer straight forward communication as it shows sincerity in
both their daily lives and the workplace. With a high value
placed on cleanliness, honesty, and hard work, the Swiss like to
do thing by their own knowledge, skills and abilities. A huge
part of Switzerland’s culture is their long tradition of freedom,
being very proud of their neutrality and promotion of worldwide
peace. With these core values of peace and unity, Switzerland
would be a highly successful ground for the Cup to be held
promoting unity among nations.
1.3CULTURAL VALUES

8. 2 HUMAN RIGHTS

9. Over the years, Switzerland has made huge progress in their
efforts to obtain gender equality, moving from 40th place in
2007 to being listed 10th in 2011 according to the WEF
country index on gender equality, being the most improved
country since the year 2000 (Humanrights.ch, 2 2016).
Gender equality and equal pay for equal work has been in the
federal constitution since 1981, being a large focus of
improvement area for the Swiss government. In 2008, men
earned an average gross monthly salary of 6392 francs,
women made a monthly average of but 5255 for the same
work (Humanrights.ch, 2016). Although the wage difference
may seem like a large gap, part of it can be explained due to
differences in personalities, education, work experience, age,
etc. With only 38.9% of Switzerland’s wage differences being
traced back to wage discrimination according to the FSO
report. In 2015, the Federal Council promised to strengthen
Switzerland’s commitment to UN Women, providing them
with $16million of funding for the years 2015-2017. This
funding will help the “economic empowerment of
disadvantaged women, given women a greater voice, putting
gen- der equality into practice in program and budget
planning, preventing and ending violence against women and
girls in conflict situations, further advancing standards,
policies and laws on gender equality” (Admin.ch, 2015).
Hosting the FIFA World Cup could provide both females and
males various jobs, leading the way in breaking down gender
roles in society through unconventional job opportunities.
2.1
GENDER EQUALITY

10. Switzerland ranked at number 8
out of 145 countries on the Glob-
al Gender Gap Report 2015 with
a score of 0.785 (0.00 =
inequality, 1.00 = equality)
(“Rankings – 2015”) Women are
well rep- resented in Swiss
Parliament with 30.5% of posts
held by women rating the country
above the Organization for
Economic Cooperation and
Development (OECD) average of
27.1%. Well ahead of other
countries such as
Britain (22.8%) and
the USA (19.3%) (Le News,
2015). There is also a high
percentage of women in
managerial positions with 33%
compared to an OECD average
of 30.6%. Al- though
Switzerland is not yet achieving
total workplace equality, they
are well and truly on their way
there. With equal pay for equal
work, individuals can know that
they will be treated with equality
whilst in the country.
2.2WORKFORCE

11. Switzerland has a strong focus on
equality and freedom for all. LOS and
Pink Cross report very little homophobia
identified in Switzerland. As it is
believed that the LGBTQIA+
community is well accepted due the
Swiss characteristics of tolerance and
restraint (The Danish Institute for
Human Rights, pp. 8). The official Swiss
2008 report to the UN Human Rights
Council confirms gay and lesbian
couples have rights to registered
partnership (The Danish Institute for
Human Rights, pp. 10).
The openly accepting culture of
Switzerland reflects the country’s
modern and up-to-date society,
laws and regulations. Also reflecting the
non-discriminatory values of FIFA.
Additionally, the successful referendum
on registered partnership is both
important in the legal sense, but also
increasing lesbian and gay confidence
(The Danish Institute for Human Rights,
pp. 6), which may encourage
homosexuals
to attend the FIFA world cup with self-
confidence. Fortunately, there are no
restrictions to broadcasting television
and radio programmers with homosexual
content (The Danish Institute for Human
Rights, pp. 16). This may assist in
advertising a range of FIFA fans for the
world cup.
2.3LGBTQIA + COMMUNITY

12. 2.3.1LGBTQIA + COMMUNITY

13. There are many applicable provisions throughout
various acts, but no explicit act or ordinance
regarding advertising
in Switzerland (LexMundi World Ready, pp. 23).
There are self-regulatory codes in place through
European Advertising Standards Alliance, which
are vital to ensure suitable and appropriate adverts
are being broadcast. The foundations of all Ad
Standards Codes are based on the principle that:
-Advertising is legal, decent, honest and
truthful;
-Ads are prepared with a due sense of social
responsibility; -Ads conform to the
principles of fair competition;
-Ads don’t impair public confidence in
advertising.
(European Advertising Standards Alliance
<http://www.easaalliance.org/ad-standards/what-
are-ad-standards/ codes>)
As long as these codes are adhered to, the
flexibility of advertisement content provides a
fantastic opportunity for unique promotion to be
shared by FIFA.
3ADVERTISING STANDARDS

14. - Always on time: Switzerland’s people are well renowned for their punctuality. (Szerlip, B. & Micheloud,
F. 2008, p. 23). This stereotype is beneficial for the FIFA World Cup, displaying Switzerland can be
trusted to ensure the organisation of the event successfully follows the timeline.
- Clean: Switzerland is considered an extremely clean country with spotless streets (Szerlip, B. &
Micheloud, F. 2008, p. 24). This is beneficial for the FIFA World cup, as it is a healthy environment for
people to visit and increases the professional appearance.
- Rules orientated: The Swiss believe that rules shall not be bypassed (Szerlip, B.
& Micheloud, F. 2008, p. 25). By focusing on rules, it means the Swiss will take the World Cup very
seriously in terms of regulating fans (no inappropriate or violent fans tolerated), no drug consumption
and ensuring the FIFA organisation is well respected.
3.1POSITIVE STEREOTYPES

15. Not all Swiss stereotypes are beneficial for the FIFA World Cup experience. However, the
method of stereotyping is merely over simplification and exaggeration of a particular
group of society (Murji k. 2006, pg 263-264). Hence, not all stereotypes listed should be
assumed true.
- Cold and serious: Swiss do not openly converse with strangers upon initiation (Szerlip,
B. & Micheloud, F. 2008, p. 23). This stereotype is not necessarily true as individuals have
different abilities and desires to socially interact.
- Individualists- The Swiss are believed to be individual and do not like getting involved in
others’problems (Szerlip, B. & Micheloud, F. 2008, p. 24). This stereotype is referring to
singular acts. It will be ensured that all potential problems faced by the FIFA World Cup
organisation will be identified and assisted by the country where possible.
3.2NEGATIVE STEREOTYPES

16. Advertising in Switzerland is closely monitored by the Swiss Commission for Fairness
in Commercial Communication (SLK) and the European Advertising Standards Alliance
(EASA). The SLK is run by the Swiss advertising industry as a form of self-regulation,
charged with preventing false, inappropriate and unethical advertising. In relation to the most
venerable people in society, children, women and minority groups, the Swiss take advertising
standards very seriously. Care is taken to ensure that women and minority groups are
portrayed positively in the advertising and marketing sphere. SLK guidelines stipulate that
these groups should be represented in a responsible manner in advertising and issues
surrounding gender equality and ethnicity should be handled with care in all marketing
communications. The Swiss are members of the EASA and the country’s advertising industry
is bound by their standards. Rules regarding the responsible portrayal of women are covered
by article 4 ‘Social Responsibility’ of the International chamber of Commerce (ICC)
Consolidated Code of Advertising and Marketing Communication Practice (2011).These
regulations and codes of practice should be observed when developing advertising campaigns
marketed to these groups.
3.3PORTRAYAL OF WOMEN AND MINORITIES IN ADVERTISING

17. Advertising to children is governed by a mix of legislation and advertising self regulation. The most important law
that regulates all advertising is the Federal Law against Unfair Competition (Bundesgesetz über den unlauteren
Wettbewerb) (UWG.) This law bans any unjust or wrongful business conduct that breaches the principles of good
faith.
Self-regulation plays an integral role in Swiss advertising. These set of rules are administered by the Swiss
Commission for Integrity in Advertising and the International Chamber of Commerce (ICC). Article 18 of the ICC
code specifically relates to the special care that must be taken in communications with children, “Such
communications should not undermine positive social behaviour, lifestyles and attitudes (Codescentre.com, 2016).”
It further stipulates that, “Products unsuitable
for children or young people should not be advertised in media targeted to them and advertisements directed to
children or young people should not be inserted in media where the matter is unsuitable for them
(Codescentre.com, 2016).” In addition to these rules, Switzerland’s Constitution protects the mental, moral and
physical development of children.
Television and radio is subject to specific regulations designed to protect children and young people. In Switzerland
there are approximately 3,310,000 television sets and 7,100,000 radios (Pressreference.com, 2016.) Federal law
governs all tele- vision and radio advertising aimed specifically at children. This form of advertising must avoid
anything that may harm the interests of children and cannot take ad- vantage of their lack of experience and
judgment
3.4ADVERTISING TO CHILDREN

18. Cultural diversity, equal rights and a sense of fairness are
attributes that are highly regarded in Switzerland and are
the impetus behind our bid to host the 2026 FIFA World
Cup. Our cultural values of acceptance, equality and
freedom for all closely align with those of FIFA. On a
global level, with a population of 8.1 million, Switzerland
may be considered a small nation, but it’s renowned for its
enviable quality of life and love of football. The country’s
liberal but fair advertising laws will facilitate the
promotion of the FIFA event to a large audience. People
from all nationalities, religions and sexual orientations
will feel welcome in Switzerland, a nation of acceptance
and infinite tourism opportunities. For those attending the
2026 FIFA World Cup, their experience will undoubtedly
be heightened by Switzerland’s exquisite culture and
breath taking scenery.
CONCLUSION