In 2006, the Swiss Federal Council started the so-called "Swissness" initiative to revise the Trademark Protection Act and the Coat of Arms Protection Act. The main objective was to create the legal framework for effectively safeguarding the premium or added value of the "Swiss made" label and combating infringers who misuse Swiss indications of origin abroad. After extensive debates and discussions with all stakeholders, the "Swissness" legislation came into force on 1 January 2017. The new law established precise rules concerning the conditions under which a product or service may be labelled as being "Swiss". Anyone who fulfils these criteria may use the "Swiss made" designation without authorization. But, for obvious reasons, "Swissness" only adds true value if the rules and regulations are indeed enforced. The Swiss Insitute for Intellectual Property (IPI) published most recent statistics: The number of cases of Swissness misuse reached an all-time high in 2020, with the IPI being actively involved in 280 cases in Switzerland. Proceeding abroad is, however, much more difficult - because obviously Swiss law only applies in Switzerland, not elsewhere. The IPI and further players from the public and private sector are now combining forces - and formed the "Swissness Enforcement" association to monitor the markets globally and establish country-specific instruments to combat misuse. In addition to expanding the network of bilateral agreements, enforcing the law in cooperation with associations and sectors will support the fight against the wrongful use of Swiss indications of source abroad.