ABSTRACT
Switzerland is a small country with a well-developed system of MAIs compared to other European countries – with some exceptions. Traditional MAIs such as the Swiss Press Council, ombudspersons, trade magazines and different associations are particularly well established and respected among journalists. With regard to innovative MAIs, however, the situation is less than perfect: while the number of media blogs may increase, continuity is often difficult to achieve. Social media like Twitter have some self-regulating potential in terms of critique and feedback to the media and journalists, in particular, but a wider audience is still missing. On top of that, journalists still ascribe a very low impact to such practices. Generally, the traditional self-regulation system in Switzerland works quite well, while innovative MAIs, in particular, still have a long way to go to achieve a comparable status and effectiveness.
