Switzerland Influencer Disclosure Rules 2026

Influencer disclosure rules in Switzerland: the wording the local regulator prefers, where to place it and which variants it rejects. Pick a platform and collaboration type below, then copy the line for your caption.

Platform

Type of collaboration

This country's regulator explicitly rejects English-only hashtags like #ad or #sponsored. The disclosure must be in the local language.

Required disclosure

Werbung / Publicité / Pubblicità

Also acceptable

#Werbung

#publicité

#pubblicità

✗ NOT acceptable

#ad

#sponsored

Englisch-only Tags

Where to place it

In der Sprache der Zielgruppe (DE / FR / IT / RM)
Am Beginn des Posts
Klar erkennbar und gut lesbar

Penalties and official sources

⚠ Penalties for non-compliance

Beschwerden werden von der SLK behandelt. Die Entscheidungen sind öffentlich und können bei wiederholtem Verstoss zur öffentlichen Bekanntgabe der Marke führen.

Source

→ Schweizerische Lauterkeitskommission

ⓘ This is general guidance based on publicly available regulatory sources, not legal advice. Every campaign should be reviewed by qualified counsel in the target jurisdiction before launch.

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Grundsatz Nr. 3.12 (Influencer Marketing)

SLK — Schweizerische Lauterkeitskommission · 2021

Switzerland's Lauterkeitskommission Principle 3.12 governs influencer commercial communication. Disclosures must be in the language of the target audience (German, French, Italian, or Romansh), placed prominently, and clearly identifiable as advertising.

FAQ

Is #ad enough in Switzerland?

Not on its own. The rules overseen by SLK — Schweizerische Lauterkeitskommission expect a clear label the local audience understands, so use the local-language wording from the generator above rather than an English-only hashtag.

What law governs influencer disclosure in Switzerland?

Grundsatz Nr. 3.12 (Influencer Marketing) (2021), enforced by SLK — Schweizerische Lauterkeitskommission. Beschwerden werden von der SLK behandelt. Die Entscheidungen sind öffentlich und können bei wiederholtem Verstoss zur öffentlichen Bekanntgabe der Marke führen.

Does gifted content require disclosure in Switzerland?

Yes. Werbung / Publicité / Pubblicità is the regulator-preferred wording. See the generator above for accepted alternatives.

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