Switzerland: Federal Council closes consultation on Federal Law on Communications Platforms and Search Engines including fair marketing and advertising practice requirement

On 16 February 2026, the Federal Council closes its consultation on the Federal Law on Communications Platforms and Search Engines, which includes fair marketing and advertising practice requirements. The Law would apply to search engine providers and user-generated content platforms whose services are used by at least 10% of the Swiss population within a six-month period. The Law would require that search engine providers and user-generated content platforms to clearly label paid advertising and provide users with easy access to parameters determining advertisement display. It would also require the establishment of a publicly accessible and searchable advertising archive, excluding unlawful or incompatible content, and maintaining retrieved advertising for one year after its last display. Furthermore, the Law would obligate providers to offer users the option to indicate when content is provided for commercial purposes. Providers would also be required to publish the main parameters of recommendation systems and provide at least one recommendation system not based on profiling.