Package
2004 Jun Total revision of the Due Diligence Act
Financial Market Authority Act
Jul Introduction of the Liechtenstein brand — nation branding
Aug Transfer of power to H.S.H. Hereditary Prince Alois von und zu Liechtenstein
2005 Jan Financial Market Authority begins its work
Due Diligence Ordinance and
implementation of the 2* EU Money Laundering Directive
Jul Entry into force of the EU Savings Tax Directive
Sep Presentation of the SIL Communication Concept II for the State of Liechtenstein.
Nov Revision of the Law on Professional Due Diligence in Financial Transactions (Due Diligence Act)
2006 Jul 200 Years of Sovereignty of the Principality of Liechtenstein
2007 Feb Adoption of the Tax Road Map by the Government (guidelines and basic ideas for a reform of Liechtenstein
tax law)
Jul Value added tax fraud (and thus missing trader fraud) as well as serious customs offenses and smuggling are
subject to mutual legal assistance
2008 Feb Signature of the Schengen protocol for Liechtenstein in Brussels
Mar Entry into force of the UN Convention against Transnational Organized Crime (Palermo Convention):
international cooperation in the fight against crime
Jun Reform of foundation law decided by Parliament
Jun Negotiations on conclusion of an Anti-Fraud Agreement with the EU are largely concluded
Jun Negotiations on Tax Information Exchange Agreement (TIEA) with the United States are constructive
Tab. 2: Developments in the Liechtenstein financial center 2001-2008 (Source: own compilation)
5.1.3 New paths in communication
Against the backdrop of the massive image crisis of the Principality of Liechtenstein at the
end of the 1990s — CDU donations scandal, money laundering accusations, the partially
inaccurate BND report on Liechtenstein published in SPIEGEL in November 1999 —
Liechtenstein began pursuing new paths in communication. In September 2001, the
Government Spokesperson's Office (SKOE) was created, which in turn initiated the
establishment of the public-private partnership Image Liechtenstein Foundation (SIL).
SIL was established on 26 March 2002 with the following purpose:
"The purpose of the foundation is to carry out and promote all measures serving to improve
and strengthen Liechtenstein's image and reputation at home and abroad.
The foundation may engage in all necessary legal transactions and activities to achieve its
public service." (Image Liechtenstein Foundation 2002, article 4)
The Image Liechtenstein Foundation, a public-private partnership in accordance with article
10 of its bylaws, is an active communication platform which coordinates integrated
communication for the country of Liechtenstein under the direction of the State and to carry
out such communication itself. Liechtenstein is thus positioning itself not only via its six core
messages (see below), but also through its form of integrated external communication.
"The foundation board consists of the chairman and eight members..." (Image Liechtenstein
Foundation 2002, article 10)
The chairman is always the incumbent prime minister. Four of the (additional) eight members
are representatives of the State, more precisely officials in the areas of foreign policy,
communication, culture, and economic policy. The four remaining members are the presidents
of the Liechtenstein Chamber of Commerce and Industry (LCCI), the Liechtenstein Bankers
26