Hungary adopts sweeping new rules on outdoor advertising with Act no. XX. of 2026

The Hungarian Parliament has passed Act no. XX. of 2026 “On curbing hate-inciting political advertisements, ensuring the townscape integration of commercial advertisements, and amending certain investment rules” (the Act), which contains sweeping new rules on outdoor billboard and placard advertising. 

This legislation was promulgated in the Official Gazette on 26 June 2026.

The legislation’s commercial advertising provisions are scheduled to go into force on 1 October 2026 (two months later than originally planned) while all other provisions in the law will enter into force the day after its promulgated. (See this earlier CMS law report on the Act when it was first introduced to parliament).

The following article describes the most important features of this legislation. 

Who is affected?

The Act applies to outdoor advertising and out-of-home (OOH) operators, media service providers, real estate owners and developers, construction companies using advertising mesh banners on building sites, retailers and brands relying on large-format outdoor campaigns, and local governments assuming new regulatory responsibilities.

Political advertising: new definitions and broader restrictions

The adopted Act introduces significant changes to the political advertising regime that extends beyond the original proposal, which only added a general prohibition on hate-inciting political advertisements to media content rules. 

The amended provisions include the following:

• Time restrictions. Political advertising may only be published during official election campaign periods or in connection with an announced referendum.
• Media service provider liability. Media service providers are not liable for the content of political commercials, except for compliance with the content-based prohibitions. During election campaign periods, however, the media service provider must broadcast a political commercial without discretion if it meets the requirements of the Election Procedure Act.
• Expanded enforcement powers. The National Media and Infocommunications Authority (NMHH) is now empowered to determine by administrative decision whether a given piece of content qualifies as prohibited content of any kind (e.g. political commercials, political advertisements, political posters, public interest announcements or social advertisement). If the NMHH classifies content as prohibited, the media service provider must not broadcast it. In the case of prohibited political content, the Authority may order immediate removal and impose a fine of up to HUF 18,600,000 (approximately EUR 50,000) on the person or entity in whose interest the violation was committed.

Outdoor commercial advertising: tighter placement rules

• New formats and sizing rules to be delegated by government decree. Ads in public spaces or visible from public spaces may now only be placed on street furniture and roof-mounted carriers. No new advertising columns may be erected anywhere and freestanding citylight installations are prohibited.  Any additional permissible formats, including sizing and placement duration rules, will be specified by government decree. 
• Ban on roadside advertising outside built-up areas. Advertising boards, carriers, and other advertising equipment are banned along public roads outside built-up areas. A narrow exception applies to petrol stations where company signage and fuel price displays may remain. No compensation is payable by the state, local government or road operator for the removal of non-compliant installations.
• Expanded powers of municipal authorities to restrict advertising further. The placement of advertising equipment will be subject to authorisation by the competent local government under the townscape notification procedure with permits issued t valid for a period of five years. Local governments are also empowered to designate ad-free zones by decree, and to narrow the types of advertising equipment permitted in their municipality beyond the restrictions already set out in the act. In the capital, the Municipality of Budapest may set city-wide restrictions applicable across all districts.

Compliance deadlines

Non-compliant commercial installations must be removed or brought into compliance by 31 December 2026. Owners seeking to retain installations through modification must initiate the townscape notification procedure by the same date. If non-compliant installations are not removed by the deadline, the local government may demand immediate removal from both the installation owner and the property owner and may impose fines on both in case of non-compliance.

What should you do?

Companies active in outdoor advertising, media services and OOH operations in Hungary should assess how the new rules affect their operations without delay. Specifically, they should review existing installations vis-á-vis the new regulations, and monitor all future government and local government decrees.

For more information on the new regulations governing outdoor advertising, contact your regular CMS advisor or the CMS experts who contributed to this article.

The article was co-authored by Péter Virányi and András Rezsnyák.