Poland lifts pharmacy advertising ban following EU court ruling

The Polish Sejm has passed legislation lifting the total ban on pharmacy advertising, a move prompted by a June 2025 ruling from the Court of Justice of the European Union (CJEU). The CJEU determined that the previous ban, in place since 2012, violated EU principles regarding the freedom to conduct business.

The new law permits advertising but imposes strict limitations. Prohibited practices include targeting children, using the image or voice of celebrities or medical professionals (unless they are pharmacists), and suggesting that failing to use a service will worsen health. Additionally, advertisements cannot offer specific benefits or use emotional marketing to mislead consumers. Violations may result in administrative fines of up to 1 million PLN, issued by the Provincial Pharmaceutical Inspector.

The Pharmaceutical Group of the European Union (PGEU) has expressed concern regarding the reform. In a statement, the organization urged Polish authorities to maintain caution, arguing that medicines are not standard consumer goods and that excessive deregulation could harm public health and threaten the survival of small, independent pharmacies.