The term Swissness refers to the designation “Swiss” as an indication of the geographical origin of goods and services. This designation can appear in different variants such as Swiss Made, Made in Switzerland, of Switzerland, Swiss Quality or other indications and illustrations referring to Switzerland, such as the Swiss cross. The Swissness legislation encompasses amendments to the Trade Mark Protection Act (TmPA)1 and a total revision of the Coat of Arms Protection Act (CAPA)2. The Trade Mark Protection Act lays down clear rules about the geographical origin of goods and services, while the Coat of Arms Protection Act regulates the use of the Swiss cross. Both laws are further clarified in four implementing ordinances.

The Swissness legislation strengthens protection of the Swiss designation and the Swiss cross. It helps to prevent and curb their isuse in order to preserve the value of the Swiss brand4 in the long term. It has been in force since 1 January 2017.