The self-governing body of the Swiss advertising industry held in a recently published decision that the above depicted advertisment for butter contravenes fair advertising standards.

The tag-line reads "Butter. The rest is'nt natural". The advertiser argued that the ad is directed at margarine, which they consider, unlike butter, to be an "unnatural" product. Subjectively, that may be true, but the Lauterkeitskommission correctly pointed out that the ad said "the rest" was not natural, and olive oil, for example, was a wholly natural substitute for butter (and, according to some, even healthier...). The ad may not be shown in Switzerland any longer.