SWITZERLAND 2026 FIFA World Cup Bid

Bridget Ahmling | Rachel Nash | Bianca Pivac | Chantal Smart

Introduction_______________________________ 3 Country Overview__________________________ 4

1.1 Constitution________________________ 51.2 Standard of Living____________________6 1.3 Cultural Values______________________ 7

2. Human Rights____________________________8 2.1 Gender Equality_____________________92.2 Workforce_________________________10 2.3 LGBTQIA + Community____________11 -12

3. Advertising Standards____________________133.1 Positive Stereotypes_________________143.2 Negative Stereotypes________________153.3 Portrayal of Women & Minorities_______16

3.4 Advertising to Children__________________17 Conclusion_______________________________18 References____________________________19 - 20

INTRODUCTION This report is being issued for review of Switzerland to host the 2026 FIFA World Cup. The re- port highlights the nation’s worthy attributes and emphasises its core values of a multicultural society. Switzerland prides itself on its equal rights and high standard of living. Switzerland objectives for hosting the 2026 FIFA World cup include promoting a ‘unity, yes’ culture and being a positive role model in the areas of Social justice, Human Rights and Legal Forces. Switzerland is always striving to help its society highlighting the same core values of the FIFA World Cup that visions a society that’s equal, inclusive and lives in harmonisation. If the FIFA World Cup were to choose Switzerland as its host of the next 2026 World Cup they would be choosing a country that has the same core values and vision of itself and taking pride in its excellent inter- national reputation and democratic nation.

1COUNTRY OVERVIEW

Switzerland is the known for the nexus of its diverse physical and cultural geography of western Europe and renowned for both its natural beauty and way of life. (Wachter et al 2016). Its towering mountains, deep Alpine lakes and thriving cities are home to a population of 8,179,294 (CIA 2016). Switzerlandsrocky landscape and multicultural environment has accentuated a point of difference. With official languages being French, German, Italian, English and Romansh and diversity of Roman Catholics, Protestants, Muslims and other Christians religions (CIA 2016), Switzerland has been a model multi- ethnic and multilingual society that has created an environment in which a range of diverse people can live in social harmony and unite in common interests (Wachter et al 2016). With over 60 airports in the country and being located in Central Europe (CIA 2016) it provides easy accessibility for visitors from all ethnic backgrounds.

Switzerland is a Federal Public that has created a consociational democracy which attempts to maintain political balance and stability (Wachter et al 2016). The Swiss Confederation protects the liberty and equal rights of the people and safeguards the independence and security of the country. It promotes common welfare, sustainable development, inner cohesion, and cultural diversity of the country. Switzerland strives to safeguard the long-term preservation of natural resources and to promote a just and peaceful international order. This outstanding confirmation of Switzerland power to uphold and protect its society can preserve confidence in the World Cup Committee that Switzerland shares the same values of improving the lives of young people and their surrounding com-munities, to reduce the negative impact of our activities and to make the most we can of the positives. (FIFA 2016)

1.1CONSTITUTION

Switzerland has a Human Development Index of 0.930 positioning it third out of 188 countries (UNDP 2016). It’s Gross National Income per capita consists of $56,431.1 and a GDP of $482.3 Billion which ranks 40 amongst 230 countries (UNDP 2016). Switzerland performs very well in measures of well-being relative to most other countries. Switzerland ranks above average in individual well-being, jobs and earnings, income and wealth, health status and environmental quality (OECD 2016). When visitors come to explore Switzerland they will value the distinct cultural difference of housing patterns ranging from modern stone houses in Engadin and Ticino to house and barn inspirations in the Mittelland, the distinctive shingled facades in Appenzell, and the wooden villages of the valleys of Valais canton. (Wachter et al 2016).

1.2STANDARD OF LIVING

Switzerland’s National Culture can be evaluated using the Geert Hofstede model. The first dimension being ‘power distance’. Switzerland’s power distance is considered to be very low with the Swiss people believing that equality should be prevalent in society with their motto being “Unity, yes; Uniformity, no.” An important part of this culture is communication. Swiss people prefer straight forward communication as it shows sincerity in both their daily lives and the workplace. With a high value placed on cleanliness, honesty, and hard work, the Swiss like to do thing by their own knowledge, skills and abilities. A huge part of Switzerland’s culture is their long tradition of freedom, being very proud of their neutrality and promotion of worldwide peace. With these core values of peace and unity, Switzerland would be a highly successful ground for the Cup to be held promoting unity among nations.

1.3CULTURAL VALUES

2 HUMAN RIGHTS

Over the years, Switzerland has made huge progress in their efforts to obtain gender equality, moving from 40th place in 2007 to being listed 10th in 2011 according to the WEF country index on gender equality, being the most improved country since the year 2000 (Humanrights.ch, 2 2016).

Gender equality and equal pay for equal work has been in the federal constitution since 1981, being a large focus of improvement area for the Swiss government. In 2008, men earned an average gross monthly salary of 6392 francs, women made a monthly average of but 5255 for the same work (Humanrights.ch, 2016). Although the wage difference may seem like a large gap, part of it can be explained due to differences in personalities, education, work experience, age, etc. With only 38.9% of Switzerland’s wage differences being traced back to wage discrimination according to the FSO report. In 2015, the Federal Council promised to strengthen Switzerland’s commitment to UN Women, providing them with $16million of funding for the years 2015-2017. This funding will help the “economic empowerment of disadvantaged women, given women a greater voice, putting gen- der equality into practice in program and budget planning, preventing and ending violence against women and girls in conflict situations, further advancing standards, policies and laws on gender equality” (Admin.ch, 2015).

Hosting the FIFA World Cup could provide both females and males various jobs, leading the way in breaking down gender roles in society through unconventional job opportunities.

2.1GENDER EQUALITY

Switzerland ranked at number 8 out of 145 countries on the Glob-al Gender Gap Report 2015 with a score of 0.785 (0.00 = inequality, 1.00 = equality) (“Rankings – 2015”) Women are well rep- resented in Swiss Parliament with 30.5% of posts held by women rating the country above the Organization for Economic Cooperation and Development (OECD) average of 27.1%. Well ahead of other countries such as

Britain (22.8%) andthe USA (19.3%) (Le News, 2015). There is also a high percentage of women in managerial positions with 33% compared to an OECD average of 30.6%. Al- though Switzerland is not yet achieving total workplace equality, they are well and truly on their way there. With equal pay for equal work, individuals can know that they will be treated with equality whilst in the country.

2.2WORKFORCE

Switzerland has a strong focus on equality and freedom for all. LOS and Pink Cross report very little homophobia identified in Switzerland. As it is believed that the LGBTQIA+ community is well accepted due the Swiss characteristics of tolerance and restraint (The Danish Institute for Human Rights, pp. 8). The official Swiss 2008 report to the UN Human Rights Council confirms gay and lesbian couples have rights to registered partnership (The Danish Institute for Human Rights, pp. 10). The openly accepting culture of Switzerland reflects the country’s modern and up-to-date society,

laws and regulations. Also reflecting the non-discriminatory values of FIFA. Additionally, the successful referendum on registered partnership is both important in the legal sense, but also increasing lesbian and gay confidence (The Danish Institute for Human Rights, pp. 6), which may encourage homosexualsto attend the FIFA world cup with self-confidence. Fortunately, there are no restrictions to broadcasting television and radio programmers with homosexual content (The Danish Institute for Human Rights, pp. 16). This may assist in advertising a range of FIFA fans for the world cup.

2.3LGBTQIA + COMMUNITY

2.3.1LGBTQIA + COMMUNITY

There are many applicable provisions throughout various acts, but no explicit act or ordinance regarding advertisingin Switzerland (LexMundi World Ready, pp. 23). There are self-regulatory codes in place through European Advertising Standards Alliance, which are vital to ensure suitable and appropriate adverts are being broadcast. The foundations of all Ad Standards Codes are based on the principle that:

-Advertising is legal, decent, honest and truthful;-Ads are prepared with a due sense of social responsibility; -Ads conform to the principles of fair competition;-Ads don’t impair public confidence in advertising.

(European Advertising Standards Alliance <http://www.easaalliance.org/ad-standards/what-are-ad-standards/ codes>)

As long as these codes are adhered to, the flexibility of advertisement content provides a fantastic opportunity for unique promotion to be shared by FIFA.

3ADVERTISING STANDARDS

- Always on time: Switzerland’s people are well renowned for their punctuality. (Szerlip, B. & Micheloud, F. 2008, p. 23). This stereotype is beneficial for the FIFA World Cup, displaying Switzerland can be trusted to ensure the organisation of the event successfully follows the timeline.

- Clean: Switzerland is considered an extremely clean country with spotless streets (Szerlip, B. & Micheloud, F. 2008, p. 24). This is beneficial for the FIFA World cup, as it is a healthy environment for people to visit and increases the professional appearance.

- Rules orientated: The Swiss believe that rules shall not be bypassed (Szerlip, B.& Micheloud, F. 2008, p. 25). By focusing on rules, it means the Swiss will take the World Cup very seriously in terms of regulating fans (no inappropriate or violent fans tolerated), no drug consumption and ensuring the FIFA organisation is well respected.

3.1POSITIVE STEREOTYPES

Not all Swiss stereotypes are beneficial for the FIFA World Cup experience. However, the method of stereotyping is merely over simplification and exaggeration of a particular group of society (Murji k. 2006, pg 263-264). Hence, not all stereotypes listed should be assumed true.

- Cold and serious: Swiss do not openly converse with strangers upon initiation (Szerlip, B. & Micheloud, F. 2008, p. 23). This stereotype is not necessarily true as individuals have different abilities and desires to socially interact.

- Individualists- The Swiss are believed to be individual and do not like getting involved in others’ problems (Szerlip, B. & Micheloud, F. 2008, p. 24). This stereotype is referring to singular acts. It will be ensured that all potential problems faced by the FIFA World Cup organisation will be identified and assisted by the country where possible.

3.2NEGATIVE STEREOTYPES

Advertising in Switzerland is closely monitored by the Swiss Commission for Fairnessin Commercial Communication (SLK) and the European Advertising Standards Alliance (EASA). The SLK is run by the Swiss advertising industry as a form of self-regulation, charged with preventing false, inappropriate and unethical advertising. In relation to the most venerable people in society, children, women and minority groups, the Swiss take advertising standards very seriously. Care is taken to ensure that women and minority groups are portrayed positively in the advertising and marketing sphere. SLK guidelines stipulate that these groups should be represented in a responsible manner in advertising and issues surrounding gender equality and ethnicity should be handled with care in all marketing communications. The Swiss are members of the EASA and the country’s advertising industry is bound by their standards. Rules regarding the responsible portrayal of women are covered by article 4 ‘Social Responsibility’ of the International chamber of Commerce (ICC) Consolidated Code of Advertising and Marketing Communication Practice (2011).These regulations and codes of practice should be observed when developing advertising campaigns marketed to these groups.

3.3PORTRAYAL OF WOMEN AND MINORITIES IN ADVERTISING

Advertising to children is governed by a mix of legislation and advertising self regulation. The most important law that regulates all advertising is the Federal Law against Unfair Competition (Bundesgesetz uber den unlauterenWettbewerb) (UWG.) This law bans any unjust or wrongful business conduct that breaches the principles of good faith.

Self-regulation plays an integral role in Swiss advertising. These set of rules are administered by the Swiss Commission for Integrity in Advertising and the International Chamber of Commerce (ICC). Article 18 of the ICC code specifically relates to the special care that must be taken in communications with children, “Such communications should not undermine positive social behaviour, lifestyles and attitudes (Codescentre.com, 2016).” It further stipulates that, “Products unsuitablefor children or young people should not be advertised in media targeted to them and advertisements directed to children or young people should not be inserted in media where the matter is unsuitable for them (Codescentre.com, 2016).” In addition to these rules, Switzerland’s Constitution protects the mental, moral and physical development of children.

Television and radio is subject to specific regulations designed to protect children and young people. In Switzerland there are approximately 3,310,000 television sets and 7,100,000 radios (Pressreference.com, 2016.) Federal law governs all tele- vision and radio advertising aimed specifically at children. This form of advertising must avoid anything that may harm the interests of children and cannot take ad- vantage of their lack of experience and judgment

3.4ADVERTISING TO CHILDREN

Cultural diversity, equal rights and a sense of fairness are attributes that are highly regarded in Switzerland and are the impetus behind our bid to host the 2026 FIFA World Cup. Our cultural values of acceptance, equality and freedom for all closely align with those of FIFA. On a global level, with a population of 8.1 million, Switzerland may be considered a small nation, but it’s renowned for its enviable quality of life and love of football. The country’s liberal but fair advertising laws will facilitate the promotion of the FIFA event to a large audience. People from all nationalities, religions and sexual orientations will feel welcome in Switzerland, a nation of acceptance and infinite tourism opportunities. For those attending the 2026 FIFA World Cup, their experience will undoubtedly be heightened by Switzerland’s exquisite culture and breath taking scenery.

CONCLUSION