Polish Sejm deliberates on alcohol advertising and promotion ban

The Polish Sejm is deliberating on legislative amendments to the act on sobriety and counteracting alcoholism. Proposed by the Lewica and Polska 2050 parties, the projects aim to implement a total ban on the advertising and promotion of alcoholic beverages, including beer. The regulations would also extend to non-alcoholic drinks marketed under alcoholic brands to prevent influencing young people.

Industry representatives, including the Association of Brewing Industry Employers, have expressed concern, estimating that a total ban on beer advertising could cost the sector at least 700 million PLN annually and impact media and sports sponsorship. They argue that the beer market is already shrinking, noting that alcohol consumption per capita has decreased.

The legislative process faces three potential scenarios. The most efficient path involves passing the bill without amendments requiring notification to the European Commission. However, a more complex scenario could arise if amendments—such as a ban on the sale of small, inexpensive alcohol bottles (known as ‘małpki’)—are introduced, which might necessitate approval from the European Commission, potentially delaying the law's implementation.