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''Swissness'' criteria explained:

The new regulation on the use of the indication of ''Swiss'' provenance and the white cross on a red background by companies came into force in January 2017. Here is the process explained.

The value of the Swiss label is much coveted and misused which damages its credibility. To protect the value-added of the label for products made in Switzerland and the logo, a white cross on a red background, the criteria for their use have been clarified and their protection reinforced.

On June 21, 2013, the Swiss Parliament adopted the ''Swissness'' legislation. The law on trademark protection has been amended and the law on the protection of public coats of arms completely revised. On September 2, 2015, the implementing orders were drawn up the Federal Council. The new regulation entered into force on January 1, 2017.

The following conditions now need to be met for a product or service to be considered Swiss (criteria for determining origin) and therefore designated as such:

At least 80% of the raw materials used in food must come from Switzerland. For milk and dairy products, 100% of the milk must be taken into account. In addition, the processing stage which confers on the product its essential characteristics must be carried out in Switzerland. There are some exceptions, notably for natural products which cannot be produced in Switzerland because of natural conditions (e.g. Cocoa) or which are not available in sufficient quantity. The company's registered office must be in Switzerland and the company must actually be run from Switzerland.