The Council of Ministers has adopted a draft amendment to the law, which aligns Polish regulations with the judgment of the Court of Justice of the European Union.
The new regulations lift the total ban on advertising pharmacies and pharmacy outlets, while introducing solutions that will protect patients from misleading messages and encourage the irrational use of products and services.
The amendment introduces specific safeguards against unfair and aggressive marketing practices.
Advertisements will be allowed to inform about pharmacies’ offerings, but they will not be allowed to encourage patients to purchase medications, medical devices, or other healthcare products without justification.
Children and adolescents will be particularly protected, and the new regulations are intended to ensure that healthcare decisions are based on patients’ actual needs, not advertising.
Key solutions:
• Advertising of pharmacies and pharmacy points will not be allowed to be misleading, use the image or voice of persons under 18 years of age, including digitally generated ones, or offer benefits in exchange for purchasing products or using services.
• The project also lifts the ban on advertising medical products by non-pharmacy outlets, such as general stores or herbal and medical stores.
• The maximum fine for violating advertising regulations will be increased from PLN 50,000 to PLN 100,000.
