Switzerland is preparing stricter rules for major online platforms and search engines to strengthen protections for children and teenagers, including restrictions on targeted advertising and new requirements to address risks to younger users.
The Swiss Federal Council announced the measures on Wednesday, 14 October 2026, after reviewing responses to a public consultation on its proposed Federal Act on Communication Platforms and Search Engines.
According to the Swiss government’s official announcement, very large digital platforms would be required to assess risks to minors and introduce measures to reduce them.
The government also wants to prohibit advertising directed at minors using information gathered through profiling.
The Federal Department of the Environment, Transport, Energy and Communications (DETEC) has been instructed to prepare a revised legislative proposal by the end of June 2027.
The measures remain proposals and are not yet legally binding.
Major platforms would face new child-safety responsibilities
Under the planned legislation, very large communication platforms and search engines would have to examine whether their services create or increase risks for children and teenagers.
Providers would also be required to take appropriate steps to reduce the risks identified.
The measures are intended to strengthen the responsibility of major technology companies for the safety of younger users.
The proposed framework would cover large social media services and search engines, including those powered by artificial intelligence.
However, the government does not intend to apply the requirements to every website or smaller online service.
Under the original consultation proposal, the framework was designed for services reaching at least 10% of Switzerland’s permanent resident population each month.
That represented approximately 900,000 monthly users when the proposal was introduced in 2025.
The threshold remains subject to the legislative process and could be revised before the law is adopted.
Targeted advertising to minors could be prohibited.
Another important element of the proposal is a ban on advertising directed at minors using profiling.
Profiling involves analyzing a person’s online activity, interests, or personal characteristics to predict preferences and determine which advertisements they are likely to see.
For example, a platform may use information about videos watched, searches made, or content viewed to select advertisements based on a user’s interests.
Under the proposed rules, very large platforms and search engines would be prohibited from using such profiling to target children and teenagers with advertisements.
The measure is intended to provide stronger protection for younger users whose online behaviour and personal information may otherwise be used for commercial purposes.
However, the proposal does not prohibit every advertisement that a minor might encounter online.
The restriction specifically concerns advertising based on profiling.
Users would have stronger rights to report illegal content.
The Federal Council also wants to expand the procedures available to people who encounter potentially unlawful content online.
Communication platforms covered by the proposed legislation would have to provide accessible systems for reporting content suspected of breaking the law.
The revised approach would extend reporting procedures to all suspected illegal content rather than limiting them to selected categories.
The wider legislation also aims to improve transparency in how major digital platforms manage content, restrict accounts, and operate their services.
These requirements are intended to help users understand how decisions are made and provide clearer procedures for challenging or reporting problematic content.
The government considers these protections increasingly important because online platforms play a major role in how people communicate, access information, and participate in public discussion.
Consultation receives broad support.
The proposed law follows a consultation launched in October 2025.
According to the Federal Council’s detailed announcement, a majority of the political parties represented in Switzerland’s Federal Assembly, cantonal authorities and participating national organisations supported the general direction of the legislation.
However, support for the overall proposal did not mean that every organisation agreed with all its provisions.
After reviewing the responses, the government decided to retain the main framework while strengthening protections for children and teenagers.
DETEC will work with the Federal Department of Home Affairs and the Federal Social Insurance Office on the additional child-safety measures.
The government will also examine whether further requirements should be included as the legislation develops.
Revised legislation expected by June 2027
The Federal Council has instructed DETEC to prepare the revised proposal by the end of June 2027.
The legislation must then proceed through Switzerland’s formal approval process before the new requirements can take effect.
The government has not introduced a general ban on children using social media, nor has it implemented the proposed restriction on profiling-based advertising.
For now, the planned measures signal Switzerland’s intention to place greater responsibility on major digital platforms to protect younger users, safeguard personal information, and improve transparency.
The final obligations and their implementation timetable will depend on the legislation ultimately approved.
