ZURICH—Swiss voters rejected a proposal by animal rights activists to make Switzerland the first country to ban medical and scientific experiments on animals, but approved tougher restrictions on cigarette advertising in referendums held on Sunday. Only 21 percent of voters were in favour of the animal experiment ban, with 79 percent against, according to government figures, in the nationwide referendum held under the Swiss tradition of direct democracy. Supporters had wanted to halt tests, saying they are unethical and unnecessary, but ran into opposition from the country’s powerful pharmaceuticals lobby, which warned of the economic damage such a ban could cause. “We are delighted with the clear rejection of this harmful initiative,” said Rene Buholzer, CEO of lobby group Interpharma. “It shows that the Swiss population recognise the central role of research for people’s health and for prosperity in Switzerland.” Supporters said animals in laboratories and used to provide food …