Poster YES - Classification regarding the added value of outdoor advertising for society and the economy 

Due to the current situation, the Swiss Outdoor Advertising Association AWS has summarised the most important facts and positions on the new website www.plakat-ja.ch. At the same time, the consequences of advertising bans are highlighted and the importance and added value of outdoor advertising for society and the economy are categorised. 

Importance of out-of-home advertising: unique visibility for various topics

• Analogue and digital outdoor advertising is crucial for public information in the social market economy; it offers unique visibility.
• Commercial advertising enables companies, cultural, social and public associations, NGOs and political parties to present their products and concerns. A ban would restrict competition and shift advertising money abroad, which would lead to tax losses and job losses.

Cultural and social value:

• Poster advertising is a cultural asset and reflects social and artistic developments. The Swiss National Library archives posters on the basis of their cultural and artistic value. They are collected and maintained by the Graphics Department and made available for use and research.
• Outdoor advertising is a one-to-many medium and as such should be particularly emphasised in terms of CO2 emissions.
• Language barriers can be overcome through posters and are accessible to all without restriction.

Economic value:

• 63% of outdoor advertising customers are SMEs; these contribute a significant proportion of the industry's turnover.
• Out-of-home advertising enables companies to sell their products more efficiently and generate additional revenue.
• Non-profit organisations benefit from CHF 47 million in free advertising volume every year.

Regulation and cityscape:

• Cities and municipalities have already implemented restrictive advertising regulations in cooperation with outdoor advertising companies, as required by the legal guidelines for ‘fair advertising’. These are based on Swiss laws and international guidelines.
• Existing billposting concepts ensure that this public space is available to all stakeholders in a balanced way, benefiting politics and culture.

Financial returns:

• 60% of the gross revenue from outdoor advertising flows back to the public sector, public transport and the population.

For further information, please visit the website directly: www.plakat-ja.ch