COMCO investigates illegal online ad deals

Context

In brief

• COMCO opens two investigations into illicit agreements in online advertising
• Sectors involved: travel and online casinos
• Possible harmful effects for consumers

Key facts

• What: Investigations into advertising via search engines
• When: April 30, 2026
• Where: Switzerland
• Who: Competition Commission (COMCO)
• Amount: Not specified

The Competition Commission (COMCO) has opened two investigations into advertising through search engines. The first concerns the travel sector and the second the online casino sector. According to information received through self-disclosures, several companies in the travel sector and several online casinos may have agreed not to compete on major search engines, refraining from bidding on keywords related to competing brands. This approach could constitute an illicit agreement and have harmful effects for consumers, indicates COMCO. Indeed, search engine results may have been influenced to the point of making it more difficult to compare competitors.

Travel sector

The first investigation concerns three companies that offer travel packages in Switzerland. The companies involved may have limited competition through illicit agreements, negatively affecting consumers. COMCO is investigating to determine the extent of these agreements and any potential sanctions to be applied.

Online casino sector

The second investigation involves almost all online casinos in the Confederation. In this case as well, companies may have agreed not to compete on certain keywords, limiting transparency and competition in the sector. COMCO is carefully examining the evidence collected to determine if there have been violations of competition rules.

Implications for consumers

Illicit agreements in online advertising can have significant effects on consumers. In particular, they can limit the visibility of competing offers, making it more difficult for consumers to compare prices and conditions. This can lead to a reduction in the quality of services offered and an increase in prices.

Next steps

COMCO is continuing its investigations to determine if there have been violations of competition rules. If the investigations confirm the allegations, the companies involved could be subject to significant sanctions. Consumers are invited to report any suspicious behavior to COMCO to contribute to the ongoing investigations.

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Operational details

Analysis of Implications

The investigations opened by the COMCO raise important questions about online advertising practices and competition in the travel and online casino sectors. The implications for consumers and the companies involved are significant and warrant an in-depth analysis.

Effects on Competition

Illegal agreements in online advertising can distort the market, limiting competition and reducing transparency. This can lead to a situation where only a few companies dominate the market, limiting consumer choices and increasing prices. The COMCO is investigating to determine if such agreements have been effectively concluded and if they have had a negative impact on the market.

Impact on Consumers

Consumers might be negatively affected by illegal agreements in online advertising. In particular, they might not be able to easily compare offers from different companies, making it harder to choose the best service. This can lead to a reduction in the quality of services offered and an increase in prices, with consequent disadvantages for consumers.

Sector Reactions

Companies involved in the investigations might face significant consequences if the inquiries confirm the accusations. Sanctions can include fines and other punitive measures. Companies are invited to collaborate with the COMCO to provide useful information for the investigations and demonstrate their compliance with competition norms.

Future Prospects

The COMCO's investigations might lead to significant changes in online advertising practices in the travel and online casino sectors. Companies might be invited to review their marketing strategies to ensure compliance with competition norms. Consumers, on the other hand, might benefit from greater transparency and competition in the market, with consequent advantages in terms of service quality and more competitive prices.

Conclusion

The investigations opened by the COMCO are an important step to ensure fair competition and transparency in the online advertising market. The implications for consumers and the companies involved are significant, and the ongoing investigations might lead to important changes in marketing practices in the travel and online casino sectors. Consumers are invited to stay informed and to report any suspicious behavior to the COMCO to contribute to the ongoing investigations.

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Key points

Concrete actions for consumers and businesses

The COMCO investigations into online advertising practices raise important issues for consumers and businesses. It is crucial to understand the implications and take the necessary measures to ensure compliance with competition rules.

For consumers

Consumers can play an active role in ensuring transparency and competition in the online advertising market. Here are some concrete actions they can take:

1. Report suspicious behavior: If you suspect that a company is limiting competition through illegal agreements, you can report the behavior to the COMCO. Reports can contribute to ongoing investigations and help ensure a fairer market. 2. Compare offers: Despite any limitations in online advertising, it is important to compare offers from different companies to find the best solution. Using comparison tools and reading user reviews can help make informed choices. 3. Stay informed: Follow the news on COMCO investigations and stay up-to-date on the latest developments in the online advertising sector. This can help better understand market dynamics and make conscious choices.

For businesses

Businesses involved in COMCO investigations must take immediate measures to ensure compliance with competition rules. Here are some concrete actions they can take:

1. Review marketing strategies: Companies must review their marketing strategies to ensure there are no illegal agreements with competitors. This may include reviewing online advertising practices and training staff on competition rules. 2. Collaborate with COMCO: Companies are invited to collaborate with COMCO by providing useful information for the investigations. Collaboration can help demonstrate compliance with the rules and avoid sanctions. 3. Implement transparency measures: Companies can implement transparency measures to ensure that consumers have access to complete and accurate information about the available offers. This may include publishing user reviews and transparency in pricing.

Conclusion

The COMCO investigations into online advertising practices are an important step to ensure fair competition and transparency in the market. Consumers and businesses can take concrete measures to contribute to a fairer and more transparent market. Reporting suspicious behavior, comparing offers, and staying informed are fundamental actions for consumers. Businesses, on the other hand, must review their marketing strategies, collaborate with COMCO, and implement transparency measures to ensure compliance with competition rules.

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Source: tio.ch