Polish parliament amends rules on alcohol advertising and sales

On 8 October 2026, the lower chamber of the Polish Parliament, the Sejm, passed amendments to the Act on Sobriety Education and the Prevention of Alcoholism, which extends the general ban on advertising and promotion to beer and introduces a legal framework for distance selling of alcoholic beverages, a development that could create new opportunities for online sales. 

The amendments also introduce restrictions on night-time alcohol sales and new requirements for packaging and labelling. The legislation must still be reviewed and approved by the Senate before being sent to the Polish President for signing.

The following article outlines the impact of these amendments on businesses.

Ban on advertising and promotion will also apply to beer

One of the most significant changes for businesses, particularly in the brewing and advertising sectors, will be the extension of the general ban on alcohol advertising and promotion to beer. Under the current rules, beer advertising and promotion are permitted subject to certain restrictions. Removing this exemption will significantly limit the marketing activities available to businesses involved in beer sales. As highlighted during the legislative process, the purpose of the change is to reduce exposure, particularly among young people, to alcohol advertising, and prevent the normalisation of alcohol consumption.

Penalties for unlawful advertising or promotion of alcoholic beverages will also be increased:

Specific exemptions for the wine industry

The amendments also introduce exemptions for informational and cultural communications (e.g. educational and historical content relating to wine products), and wine and culinary events (e.g. public educational, wine tourism or culinary events like wine tastings).

Producers and distributors of wine products, as well as industry associations, will be permitted to provide adult consumers with information about products and events and invite them to wine tastings. Such communications must not include offers for sale or purchase incentives. They must also include information on the harmful effects of alcohol consumption. When provided through digital channels, access by minors must be restricted. A visible warning about the harmful effects of alcohol consumption will also be required at tasting venues.

Sales restrictions and new obligations for businesses

The sale of alcoholic beverages intended for consumption off the premises will be prohibited nationwide between 10 pm and 6 am. Municipal councils will also be able to impose additional restrictions on sales between 9 pm and 10 pm or between 6 am and 9 am, either throughout the municipality or in its designated auxiliary units.

The new restrictions will also prohibit the retail sale of ethyl alcohol intended for human consumption in a non-liquid form, as well as the sale, serving and consumption of alcoholic beverages in certain health-care facilities.

Anyone selling or serving alcoholic beverages will also be required to request proof of age if there is any doubt as to whether the customer has reached the age of 18. If the customer fails to provide proof, the seller must refuse the sale or service of alcohol.

Fees for permits to sell alcoholic beverages will also increase. The basic fees will double, from PLN 525 to PLN 1,050 and from PLN 2,100 to PLN 4,200.

Distance selling of alcoholic beverages

Businesses holding permits for the retail sale of alcoholic beverages will also be permitted to sell these products at a distance. Purchases will be subject to prior verification of the buyer’s personal details, particularly their date of birth, using the Polish national electronic identification scheme.

Delivery to a location specified by the buyer will be carried out by the seller or a delivery provider acting on the seller’s behalf, no earlier than 24 hours after the order is placed. The parcel must bear a durable and legible marking with the words “napoje alkoholowe” (“alcoholic beverages”), covering at least 10% of the surface area of the parcel on which it is displayed. Parcels must be handed directly to the recipient and must not be delivered to persons under the age of 18 or to anyone whose behaviour indicates that they are intoxicated.

New packaging and labelling requirements

Packaging for alcoholic beverages with a nominal quantity not exceeding 300 ml must be made of glass or metal. The new rules will also impose requirements concerning the appearance of packaging and the information displayed on it, as well as an obligation to include graphic warnings addressing the harmful effects of alcohol consumption during pregnancy and by minors, the risks associated with driving after consuming alcohol, and other information.

When will the new rules enter into force?

Most of the amendments are scheduled to enter into force on 1 January 2027. Beer advertising under the current rules and the continued use of point-of-sale equipment bearing alcohol brands, provided that such equipment was already in use before the Act enters into force, will be permitted until 31 December 2027. Alcoholic beverages in packaging that does not meet the new requirements may remain on the market until existing stocks are exhausted.

The provision authorising the content and format of graphic warnings to be specified by regulation will enter into force 18 months after the Act is published. The obligation to display those warnings, together with the associated penalties, will take effect 24 months after publication.

What this means for businesses

If the proposed changes are enacted, businesses will need to adapt their marketing activities, sales practices, as well as product packaging and labelling to comply with the new requirements. At the same time, the regulation of distance sales of alcoholic beverages may create new opportunities for business growth, particularly online sales channels.

For more information on these amendments and laws on alcohol sales in Poland, contact your CMS client partner or the CMS experts who contributed to this article.