Abstract
Describes the legal environment of advertising regulation in Switzerland as it affects children; there is a patchwork of federal and self‐regulatory codes, but although the constitution protects children’s physical, mental and moral development, there is no law specifically relating to advertising to children. Outlines restrictions on advertising in specific media and products: television and radio, where tobacco and alcohol advertising are banned; cinema, where tobacco is not advertised before pm; tobacco and alcohol, which can be advertised if this is socially responsible and not aimed at children under 18; medicine, where advertising is restricted to over‐the‐counter products; books and magazines, where alcohol and tobacco advertising are banned, as are pornography and violence; and toys. Concludes that advertising to children is very liberal in Switzerland, and the system of self‐regulation works well.