Sejm passes a total ban on alcohol advertising, including beer

The law removes the exception for beer and bans “6+6” type promotions. The change affects the budgets of producers, media, agencies, sports clubs, and retail chains.

On Thursday, October 8, the Sejm passed an amendment to the Act on Upbringing in Sobriety and Counteracting Alcoholism. 400 MPs voted in favor, 9 against, and 4 abstained. The bill was prepared by The Left, and MPs considered it together with a bill from Poland 2050. The information was reported by Wirtualne Media (opens in a new tab) (via PAP) and NowyMarketing (opens in a new tab).

The law introduces a total ban on advertising and promotion of all alcoholic beverages, including beer. The existing exception that allowed beer advertising between 20:00 and 6:00 will be removed. Price and quantity promotions of the “6+6” type are also to be banned. Violating the ban may result in a fine of PLN 30,000 to PLN 1 million or restriction of liberty.

Across the country, alcohol sales will be banned from 22:00 to 6:00. The ban will not apply to, among others, food service establishments. Municipalities may additionally ban takeaway sales from 21:00 to 22:00 or 6:00 to 9:00. The fee for a permit to sell alcohol up to 18 percent will increase from PLN 525 to PLN 1,050, and above 18 percent from PLN 2,100 to PLN 4,200. Adopted amendments by PSL change the definition of promotion and introduce remote alcohol sales.

The Union of Employers of the Brewing Industry - Polish Breweries, which is critical of the law, estimates the cost of the ban at at least PLN 700 million annually. According to the union, the media may lose about PLN 200 million in advertising revenue, and sports clubs about PLN 100 million from sponsorships. Replacing signage in gastronomy, such as umbrellas and beer mugs with brewery logos, is expected to cost PLN 250-300 million. These are calculations from one side of the dispute, not an independent market analysis.

The law will now go to the Senate, and then for the president’s signature. PSL - Third Way has announced that it will seek changes in the Senate. The regulations are to come into force on January 1, 2027. If this deadline remains in place, brands, agencies, and retail chains planning campaigns for next year have less than three months to adjust them.