Polish pharmacies will be able to advertise their activities and services, but attracting customers with gifts, celebrity endorsements, or threats of worsening health will be prohibited. Violating the new restrictions is punishable by a fine of up to 1 million zlotys.
President of Poland Karol Nawrocki signed amendments to the pharmaceutical law on November 13. They will enter into force 14 days after official publication in Dziennik Ustaw. The period cannot be counted from the date of the president's signature.
The changes replace the general ban on pharmacy advertising established in 2012 with specific content rules. On June 19, 2025, the EU Court of Justice ruled the Polish ban contrary to European law: the state may impose professional requirements on advertising but not prohibit it entirely.
The permission concerns the offer of pharmacies and pharmacy points — outlets with a limited range of medicines — as well as the services they provide. When preparing the reform, the government cited vaccination, pharmaceutical care, reviewing patients' medications, and basic diagnostic tests as examples.
For customers, including Ukrainians in Poland, the practical meaning is the possibility of receiving more information about the services of a particular pharmacy. The advertising permission itself does not set new prices and does not make advertised services free.
At the same time, advertising cannot promise benefits in exchange for a purchase, receiving a service, or presenting a confirming receipt. Comparative advertising, appeals to minors, and the use of their image or voice are also prohibited.
It will be forbidden to use images and voices of celebrities, people with medical education, or those who create the impression of having such education, as well as to refer to their recommendations. A separate restriction is provided for pharmacists: their participation must not violate professional rules, including independence and diligence towards patients.
Another prohibition is to suggest to a person that without contacting the advertised pharmacy their health will worsen or not improve.
Fines of up to one million zlotys are provided for those who conduct, finance, or organize illegal advertising, including third-party companies. If a campaign violates rules regarding multiple pharmacies, the fine is imposed separately for each. This is a maximum amount, not a fixed penalty: circumstances, duration of violation, previous violations, and the offender's financial capacity are taken into account.
Based on materials from: the Chancellery of the President of Poland, an official explanation of the signed law, the Government of Poland, and the EU Court of Justice.
