A proposal for the technologically supported regulation of sex work: For greater safety, better working conditions, and ethical treatment

The initiative by the women's section of the Center Party, which was recently discussed in the Tages-Anzeiger(https://www.tagesanzeiger. ch/sexkauf-soll-in-der-schweiz-strenger-reguliert-werden-430303781068) calling for stricter regulations in the area of sex work is a step in the right direction - especially if the distinction between voluntary sex work and exploitative prostitution is taken seriously. Modern regulation can make a decisive contribution to improving safety, working conditions, and social destigmatization.

Self-determined sex work versus forced prostitution: a necessary distinction

For an objective political debate, it is essential to clearly distinguish between self-determined sex work and prostitution under coercion or threat of violence. This distinction was already highlighted in a widely read article in ZEIT (https://www.zeit.de/kultur/2018-05/feminismus-prostitution-sexarbeit-unterscheidung-streit) in 2018. While prostitution under coercion is a serious human rights issue, sex work is a self-chosen occupation for many people - often one of many options, but still a self-determined choice. This deserves respect and recognition, not stigmatization.

A market that is more than sex: companionship, closeness, and intimacy

As part of the establishment of the safety-first platform CHOICE, discussions were held with over 732 independent sex workers advertising online (i.e., not working in a club, brothel, or on the street) in order to better understand the actual needs and reality. This revealed that around 40% of all encounters do not involve a sexual component, but are aimed at closeness, affection, and non-sexual intimacy. This is also the basis for the deliberate use of terms that distinguish between paid companionship, closeness, intimacy, sexual intimacy, and sex work. This differentiated language not only promotes better understanding and access, but also actively contributes to breaking down prejudices and destigmatizing sex work in society.

How big is the market really? The range of estimates points to the challenges of regulation.

One of the biggest challenges in the debate on sex work is a fact-based discourse. This is due, among other things, to the poor quality of statistics. To illustrate: since 2012, the Federal Statistical Office has been making estimates on prostitution (no distinction is made between prostitution and sex work) and drug trafficking for economic accounting purposes. The fact that the market estimate is made together with drug trafficking is already problematic. Self-determined sex work and paid companionship, closeness, and intimacy should be reported separately from (forced) prostitution. The estimates amount to CHF 3 billion per year, or approximately 0.5% of Switzerland's gross domestic product (https://www.newsd.admin.ch/newsd/message/attachments/80658.pdf). A study commissioned by Fedpol, which uses figures from businesses (e.g., brothels and clubs) for its projections, estimates the market size at CHF 500 million to CHF 1 billion based on 4,741 women offering sex work (https://www.alexandria. unisg.ch/server/api/core/bitstreams/71d3cd38-c163-4cce-90ab-aa1b07833fbb/content). However, a 2009 study by the University of Geneva estimates that only about 2% of the market is handled by escort agencies. The study assumes a total of 13,605 sex workers in Switzerland, which would correspond to 0.02 * 13,605 = 272 escorts (https://www.unige.ch/sciences-societe/socio/application/files/6014/2246/0095/sociograph_7_final.pdf). However, both studies neglect the online advertising sector, where sex workers place ads online, usually with photos, text, and phone numbers, and pay for this type of advertising. An analysis of the online advertising market in Switzerland conducted by us has shown that between May 9, 2024, and May 8, 2025, between 5,500 and 6,500 different advertisements (adjusted for duplicates) were online on the three largest platforms every day. If you compare these figures with the total estimated number of sex workers in the two studies, you will see that digital sex work is a significant part of the market that was neglected or not fully taken into account in the studies, but may be included in the Federal Statistical Office's estimate.

Platform regulation instead of just market regulation: shifting responsibility to where it works

Based on the studies described above, if we assume that around one third of the sex work market is conducted via digital platforms and we accept the Federal Statistical Office's estimate of CHF 3 billion, the online portion of the market would be worth CHF 1 billion. While physical establishments such as clubs or brothels are subject to certain regulations, advertising platforms are a “wild west” environment. Advertisements that change daily and a lack of control and verification pose considerable safety risks for providers and customers. Given these realities, the fact that flyers are posted at sex boxes in Zurich as a preventive measure against violent clients seems completely inadequate.

Digital platforms must be held accountable when it comes to safety, protection, and transparency. This includes identity verification using official ID and selfies, standardized interviews to determine self-determination, and close cooperation to report suspected cases of human trafficking or forced prostitution. Platforms such as CHOICE show that technological solutions are available to enforce ethical standards.

New technologies enable real progress – if they are used

CHOICE is already implementing features that could set the standard for modern regulation:

• Identity and age verification for providers and customers using software that is also used by financial institutions.
• Code of conduct (CHOICE Code), compliance with which must be confirmed after each meeting.
• Digital security mechanisms: No phone numbers, but device linking, blockable user profiles, reporting options directly from the chat.
• Payment processing (escrow) to avoid price negotiations or “boundary pushing.”
• Remuneration for administrative work performed by providers, such as chat communication.
• Invisible watermarks on images and videos for tracking unauthorized distribution (keyword NCII – non-consensual intimate imagery).

It would also make sense to create a legally regulated, central reporting office where platforms or users can report abuse or coercion – confidentially and sensitively, but with a clear legal basis.

Conclusion: Regulation as an opportunity for everyone

Modern regulation of sex work as part of the market for paid companionship, based on transparency, technology, differentiation, and dialogue, protects not only providers but also clients. It creates fair working conditions, counteracts exploitative structures, and promotes a realistic and destigmatized image of paid companionship and intimacy.

Politicians now have the opportunity to set standards that are based on reality – not on ideological trench warfare. Platforms such as CHOICE are ready to make an active contribution with their expertise and technology. However, the legal basis for this must be created – in the interests of all involved.