New Law affecting car rentals from Switzerland to France?

kshingleton, Have you got a link for this? This sounds a bit fishy. Is it a news article (which could have garbled the details) or do you have a link to the actual regulation? If it is an EU regulation it would be in all EU languages, including English.
Two questions pop up:
1) Is it "EU and Swiss nationals ...., if you are an EU national .... For Swiss nationals" or EU and Swiss residents (subtle difference)?
2) How do they intend to enforce this? How will they distinguish between cars rented at the airport, and those rented in Geneva city or anywhere else in Switzerland?

not an official document, but describes the issue:

http://edgemag.net/2016-05-13-confusion-eu-law-geneva-car-hire-france/

Having read a (very) little about this, it seems that the regulation is for real, but the impact it is having on vacation renters was not intended. Which would not be the first time a government regulation did something like that.

As I understand it, from following the discussion on another forum, the regulation applies to EU residents bringing non-EU registered cars into the union without declaring them at the border and is intended to tackle vehicle smuggling. I suspect it doesn't apply to US residents renting from Geneva and crossing into, say, France. But it appears that rental companies are confused, like everyone else.

DavidM's explanation makes sense. But the unintended consequence is to an EU resident flying into Geneva, renting on the Swiss side, then going off to ski the French Alps.

This only concern Swiss and EU-member state citizens living here. No affect on Americans, Canadians, Australians travelling and renting cars in Europe.

It is a similar issue about Canadians driving American-registered vehicles through the border back to Canada.