When applying in the US, it is advised not to include any personal information that could lead to discrimination charges (photo, age, nationality, etc.). Apparently, an application may be discarded by HR for not complying with this policy. It makes sense, of course, that everyone sticks to this rule.
However, in some European countries like Switzerland and Germany it is, on the contrary, expected that you include a picture (out of tradition, I guess), nationality (let's them figure out quickly if work permit problems could arise), age, and sometimes others. Here, HR would view a CV as incomplete if it didn't include them - see e.g. this study (in German). EDIT: While employers don't ask for it, most career guides I could find (e.g. from university career centers) strongly suggest to include it. Please note, while it may be a questionable custom, it is still a custom that when not followed, could severely undermine one's chances.
Now if an applicant wants to submit their CV to a Silicon Valley company for an advertised job open at their Swiss office, to which standard should it hold? If it includes a picture, I'm afraid it might be processed and discarded by someone in US HR before it even gets to the local branch. If it doesn't include it, it might be discarded by a local employee for not adhering to customary standards.
What's a good way to proceed here?
edit: it would be an application through the company's international website, where the job is advertised with the specific location.