The Post is mobilising again against "stop advertising" stickers

Swiss Post is launching two campaigns again this year aimed at dissuading households from using "Stop advertising" stickers. Consumer advocates are critical.

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As reported by Tamedia media on Monday, Swiss Post is currently sending out advertising letters to Swiss households - as it did in 2015. The aim is to convince recipients to receive and test samples of goods. This is only possible if there is no "Stop advertising" or "Please no advertising" sticker on the letterbox. Included in the shipment: an "Advertising OK" sticker. In each case 250,000 households will receive the broadcast in spring and autumn 2019.

Even if Swiss Post is not doing anything illegal, it is still using a trick, the consumer protection foundation criticises Tamedia. The reason: anyone who removes the "Stop advertising" sticker naturally receives not only the promised test samples, but above all vast quantities of normal advertising. It is in the company's interest that as much of this as possible is sent and received: it earns money with every mailing. Sending direct mail is an important source of income for the yellow giant, since revenues from traditional letter mail have been shrinking for years and more and more competitors are pushing their way into the booming parcel market.
Swiss Post says it is gaining new customers by offering the option of delivering samples. When asked by the Tamedia editorial team, the company does not say exactly who these are and limits itself to the statement "consumer goods manufacturers".

The fact that Swiss Post only offers the "Advertising OK" sticker bothers Geneva Green National Councillor Lisa Mazzone: "We should start from the principle that people don't want advertising, and not the other way round".

Consumer Protection has come up with its own tactic against the advertising-friendly stickers: anyone who sends the organization a copy or at least a photo of one will receive a "Stop Advertising" sticker in return.

 

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