"Swiss products and services enjoy an excellent reputation at home and abroad. Swiss indications of source are therefore popular and frequently used, but unfortunately also increasingly by free riders. The new "Swissness" legislation strengthens the protection of the designation "Switzerland" and the Swiss cross."

The new law: https://www.ige.ch/herkunftsangaben/swissness.html

I'm curious to see which Migros products are affected by this and may no longer be allowed to advertise with the Swiss cross in future:

Perhaps this Valflora half cream, which is bottled in Belgium?