In Geneva, the referendum committee against the zero initiative launches its campaign. They warn against the harmful consequences of the ban on billboard in the City of Geneva. The population must decide on March 12.
Billboard in the City of Geneva must not disappear. This is the cry from the heart of the referendum committee opposed to the zero ads initiative. Composed of the Centre, the MCG, the Vert’libéraux, the PLR, the UDC and economic circles, it launched its campaign on Wednesday for the vote on March 12. The text wishes to free public space from commercial displays. An initiative that presents a risk for local businesses according to Vincent Subilia, director general of the Geneva Chamber of Commerce, Industry and Service (CCIG).
Among the economic players most affected are advertisers. A yes at the ballot box would have harmful consequences for these companies, as explained by Christian Vaglio-Giors, CEO and founder of the company Neo .
Proponents of the initiative estimate the financial losses for the city at 4 million francs. But for the referendums, they did not take into account indirect losses such as job losses and tax revenues. The fields of visual creation and distribution would be hard hit: 130 jobs would be threatened. The financial loss per year is estimated by experts at CHF 10 million, or the equivalent of 331 crèche places according to Alain Miserez, municipal councilor of the Centre.
Read also: Zero Ads Supporters Campaign Kicks Off
Visual pollution
Through this initiative, the supporters wanted in particular to preserve the quality of the landscape. An argument refuted by Michèle Roullet, member of the PLR City of Geneva.
In Geneva, is subject to rules, among the strictest in the world (neither sexist nor discriminatory images, nor on certain products: alcohol, consumer credit, etc.), explain the referendaries. They fear that this “free expression”, without a regulatory framework, will lead to wild postings and offensive or even sexist slogans.
If so, the initiative could come into force as early as 2025.