Poland lifts ban on pharmacy advertising, introduces stricter consumer safeguards

The Council of Ministers approved a draft amendment to the Polish Pharmacy Act, aligning national rules with a ruling of the Court of Justice of the European Union. The amendment removes the outright prohibition on advertising by pharmacies and pharmacy points, permitting informational ads while banning promotional tactics that could mislead patients.

The law bars ads that target children, use the image or voice of persons under 18 (including digitally generated likenesses), offer incentives for purchases, or contain comparative or health‑risk claims. Penalties for violations are doubled from 50,000 to 100,000 złoty. The provisions also extend to non‑pharmacy outlets selling medical devices. The rules take effect 14 days after publication in the Official Gazette.