CEO Magazine, Poland, October 7, 2026
Poland is moving closer to a sweeping ban on alcohol advertising and promotion. The Sejm is expected to vote on legislation that would extend the general advertising ban to beer and introduce nationwide restrictions on takeaway alcohol sales between 10 p.m. and 6 a.m. If adopted in its current form, existing beer advertising rules could remain in place until the end of 2027.
Beer would lose its current advertising exemption
Polish law currently allows beer advertising under specified conditions. The proposed amendment would remove that exemption and introduce a general ban on advertising and promotion of alcoholic beverages.
For breweries, the change would affect not only television and outdoor advertising but also online campaigns, paid social-media promotion, influencer partnerships and other publicly available promotional materials.
What about alcohol-free beer?
The proposal also targets surrogate advertising. Products whose names, trademarks, graphics or packaging are identical or similar to alcoholic beverage brands could fall under the new restrictions. This is particularly important for alcohol-free beers sold under the same brands as regular beer.
Beer advertising would not disappear immediately
The draft provides for a transition period. Beer could continue to be advertised under existing rules until 31 December 2027, meaning the full ban would take effect from the beginning of 2028 if the legislation is adopted without major changes.
Fines of up to PLN 1 million
Illegal advertising or promotion could carry fines ranging from PLN 30,000 to PLN 1 million, restrictions on liberty, or both. The current maximum fine is PLN 500,000.
The bill also covers sales and promotions
The proposal would introduce a nationwide ban on takeaway alcohol sales between 10 p.m. and 6 a.m., while municipalities could impose additional restrictions. It would also broaden the definition of promotion to include discounts, bundles, loyalty programmes, prizes and similar incentives.
Licence fees for alcohol sales would also double under the proposal, while alcoholic beverages in packages of up to 300 ml would have to be sold only in glass or metal containers.
The final shape of the rules may still change during Senate proceedings.