Several Swiss newssites report on an ongoing political dispute in the Swiss Canton of Valais concering the use of the trade mark "Valais" to represent goods and services originating from the Swiss Canton. The RhoneZeitung reports that Valais tourism, Valais agriculture and Vailais industry have decided to make their branding more uniform and only use the French word "Valais" for products and services from the region.

This decision did not go down to well with the German speaking population who would like to use both names of the Canton, the French as well as the German name ("Wallis") to promote their goods and services.

The decision for "Valais" - and against "Wallis" - was taken after several surveys indicated that the mark "Valais" was better known than its German equivalent "Wallis" and also regarded more positively by consumers. Surprisingly enough it is consumers in Germany who seemed to prefer the French over the German mark. The German speaking population of Valais however has a different view and prefers the German "Wallis".

The mark "Valais" can only be used by businesses and organisations which have been awared the certificate "Valais excellence".