Swiss citizens are heading to the polls this Sunday to decide on the introduction of electronic identity cards, a proposal that has already gained parliamentary approval and government endorsement. This marks the second nationwide referendum on the issue, following a 2021 rejection driven by data protection fears and unease over private sector involvement. The revised plan ensures the system remains entirely public, with data stored on users’ smartphones rather than centrally, and participation remains optional. Citizens can still opt for the traditional national identity card, a long-standing standard in Switzerland. To address privacy concerns, authorities will only access specific details, such as proof of age or nationality, rather than comprehensive personal data. Proponents argue the system will streamline bureaucratic processes, from obtaining phone contracts to age verification for purchases, making daily life more convenient. However, Switzerland’s strong tradition of privacy protection, exemplified by its banking secrecy laws and stringent regulations on Google Street View, fuels opposition. Critics, who gathered enough signatures to force the referendum, fear the system could still enable tracking and marketing misuse, despite new safeguards. Recent polls suggest voters may now be more open to the idea, partly due to their positive experience with the Covid ID, which facilitated access to public spaces during the pandemic. Many Swiss, already active smartphone and social media users, acknowledge that tech giants already collect extensive personal data, leading some to believe that limited government access would not significantly impact privacy.