SECTION C: TV & RADIO/ AV

• The content rules set out in section B apply. Note the specific rule from the Broadcasting Act (PO): Article 16b.3.5 states commercial communications ‘must not encourage behaviour prejudicial to health, safety or environmental protection’; driving behaviour in breach of the road traffic laws may be construed as a commercial communication which encourages behaviour prejudicial to health, safety or environmental protection
• Article 16b prohibits broadcasting commercial communications that ‘unreasonably show minors in dangerous situations’
• The content rules that apply to all product sectors, i.e. the 'general' content rules, should also be observed. These can be found beneath the sector rules in content section B; the principal source of rules is the RR Code of Ethics in Advertising (EN)
• FC&CO2 data requirements, which must be observed only in print, are exempt. Some manufacturers may include the data in TV, especially if they are making an associated claim
• Credit requirements apply in all media. If the advertising includes any figures relating to the cost of credit, the ‘Standard Information’ is mandatory. Other credit provisions shown in content section B also apply
• The channel (i.e. placement) rules shown under the general tab below apply to all sectors, cars included. These include, for example, sponsorship and product placement rules 

SECTION C: TV & RADIO/ AV

APPLICABLE REGULATIONS 

• The content rules set out in section B apply to all channels except where identified; content rules specific to broadcast are below
• Broadcasting Act (BA) of December 29, 1992 PO; GRS translation of key provisions EN; articles 16a-c, 17, 17a, 47k
• The above was amended by the act of August 11th 2021 (PO), which transposed Directive 2018/1808 extending AVMSD rules online and introduces transparency rules for video-sharing platforms, shown under Chapter 6b of the consolidated Broadcasting Act. Commercial communications' content rules are essentially unchanged and are shown for the Directive here (EN)
• This article Amendment to the Broadcasting Act to take effect from Traple Konarski Podrecki & Partners/ Lexology is helpful on the amends referenced above, most of which were in force November 1, 2021
• Regulation of the National Broadcasting Council of 30 June 2011 (PO) on conditions of product placement; per art. 17a (9) BA
• Regulation of the National Broadcasting Council of 6 July 2000 (PO) on sponsoring programme items and other broadcasts; amended by Regulation of the National Broadcasting Council of 27 July 2011, per art. 17 (8) BA
• Regulation of the National Broadcasting Council of 30 June 2011 (PO) on principles of advertising and teleshopping in radio and television programme services; per article 16 (7) BA

KEY CLAUSES

• Commercial communications must be readily recognisable (Art. 16.1). Also applicable to VOD, as per art. 47 BA
• It is prohibited to broadcast commercial communications that (Art. 16b (2) BA):

1. Directly exhort minors to purchase products or services
2. Encourage minors to exert pressure upon their parents or other persons to persuade them to purchase the products or services being advertised
3. Exploit the trust minors place in parents, teachers or other persons
4. Unreasonably show minors in dangerous situations
5. Are of a subliminal nature

• Commercial communications must not (Art. 16b (3) BA):

1. Offend against/ violate human dignity
2. Include any discrimination on grounds of race, sex, nationality, ethnic origin, religion or belief, disability, age or sexual orientation
3. Be offensive to religious or political beliefs
4. Prejudice/ jeopardise the physical, mental or moral development of minors
5. Encourage behaviour prejudicial to health, safety or environmental protection

• Article 16b (3a) Children’s programmes shall not be accompanied by commercial communications for foods or beverages containing ingredients excessive intakes of which in the everyday diet are not recommended

SECTION C TV/AV AND RADIO

EASA Jan 2024 update on the AVMSD

• These rules are ‘general’ cross-border regulations, i.e. channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth programming; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website
• For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN 2024), which applies to all channels. Where there are content rules specific to the channels in this section, we show them below
• Chapter B of the ICC Code linked above covers media sponsorship (Art. B12). The rules do not include product placement
• The Audiovisual Media Services (AVMS) Directive 2010/13/EU is the key legislation; this was significantly amended by Directive 2018/1808, whose 'headline' was new rules for Video Sharing platforms (VSPS), but which made some other fairly significant amends to the AV framework, albeit none that had a notable impact on the content of commercial communications. The Directive's new/ adjusted rules in that context are assembled here and there's a helpful June 2021 commentary from Simmons & Simmons/ Lexology here and their June 2022 version is here. Some provisions are shown below

Article B12: Media sponsorship

• The content and scheduling of sponsored media properties should not be unduly influenced by the sponsor so as to compromise the responsibility, autonomy or editorial independence of the broadcaster, programme producer or media owner, except to the extent that the sponsor is permitted by relevant legislation unless the sponsor is legally allowed to be the programme producer or co-producer, media owner or financier funder;
• Sponsored media properties should be identified as such by presentation of the sponsor’s name and/or logo at the beginning, during and/or at the end of the programme or publication content. This also applies to online and in social media, including any influencer involvement material;
• Particular care should be taken to ensure that there is no confusion between sponsorship of an event or activity and the media sponsorship of that event, especially where different sponsors are involved.

​

SECTION C: CINEMA, PRINT, OUTDOOR

• The content rules in section B above for safety, the environment, credit and pricing apply to the cinema channel, except those rules from the Broadcasting Act
• The content rules that apply to all product sectors, i.e. the 'general' content rules, should also be observed. These can be found beneath the sector rules in content section B
• The principal source of rules is the RR Code of Ethics in Advertising (EN)
• Energy data (FC&CO2) is not required in cinema commercials; nor is re-cycling information (ELV)
• Credit requirements apply in all media. If the advertising includes any figures relating to the cost of credit, the ‘Standard Information’ is mandatory. Other credit provisions shown in content section B also apply in cinema

• Content rules per cinema above apply
• Text reading “Zużycie paliwa” (Fuel consumption) with the amount of fuel consumption in litres per 100 km (1/100 km), accurate to one decimal place, combined cycle
• Text reading “Emisja CO2” (CO2 emissions) with the amount of CO2 emissions in grams per kilometre (g/km), rounded to the nearest whole number
• This information must be presented in a clear, visible and legible manner (Sect. 6 (3) Reg. 28/12/2004 EN)
• Credit requirements apply in all media. If the advertising includes any figures relating to the cost of credit, the ‘Standard Information’ is mandatory. Other credit provisions shown in content section B  also apply
• ELV information (recycling practice and progress) is officially required, though compliance in print advertising is not widespread. The relevant regulation for both FC&CO2 data and ELV information is here (EN)

​

• As per the rules for Print above

Examples and notes on recycling information

• An example of a live’ ad for Ford C-Max is here; this shows the FC&CO2 data as required; however, the recycling information is not included
• After quoting the energy consumption data, some brands will include the following: zgodnie z rozporządzeniem WE 715/2007 z późniejszymi zmianami w WE 692/2008, cykl mieszany (combined cycle, in accordance with EC Regulation 715/2007 as amended by EC Regulation 692/2008); however, this is not a mandatory requirement. Link to EC Reg 692/2008 here
• In practice, it seems that including recycling information as under Sect. 6 (2) is not always followed. However, some brands do issue a statement, as per the example below, directing consumers to their website where the relevant information can be accessed
• Example statement as used in the two ads included below:

‘informacje dotyczące odzysku i recyklingu pojazdów wycofanych z eksploatacji dostępne są na stronie [brand website]’

‘information relating to the recovery and recycling of end-of-life vehicles is available at www.brand.pl http://www.hyundai.pl/’

http://www.g-regs.com/downloads/POPrintadHyundai.jpg

http://www.g-regs.com/downloads/POPrintadAudi.jpg

An example of an outdoor ad incorporating the provisions above is here:

http://www.g-regs.com/downloads/POOutdoorPosterOpel.jpg

SECTION C: CINEMA, PRINT, OUTDOOR

All of the content rules set out in our earlier section B apply in these channels, except those specific to broadcast media; the principal code is the Rada Reklamy Code of Ethics in Advertising and the key legislation is the Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends)

PRINT

• Code of Good Practice of Press Publishers PO / EN from the Polish Chamber of Press Publishers Izba Wydawców Prasy (IWP)

General guidelines

• In advertising or promoting campaigns, the publisher shall ensure that the name, face or voice of a journalist is not used to advertise for a product or service (4.1.5)
• Hidden advertisements, including product placement, shall be forbidden (4.1.10)

Forms of publication

vis. native/ advertorials

• The boundary between advertising material and editorial content shall not be blurred. The form of advertising materials and publications must be such as to make their nature of advertisement or announcement obvious to the reader. Advertising materials and announcements must be clearly set apart from editorial content by graphic elements or a different typeset and labelled as ‘advertisement’ (reklama), ‘promotion’ (promocja), ‘announcement’ (ogłoszenie), ‘sponsored text’ (tekst sponsorowany) or the like, making the nature and origin of such materials obvious to the reader. In particular, any advertisements and announcements that are intended to imitate or use editorial content or the publication’s graphic layout must be rejected (Rule 4.2.2)
• Neither the name nor the logo of an advertiser or announcer may be used on any of the pages devoted to editorial content unless they are labelled as an advertisement (reklama) or announcement (ogłoszeniem). An advertiser or announcer whose logo has been placed on a page with editorial content may not have any influence on editorial content.
• Moreover, an advertiser or announcer’s name or logo may be placed on a page with editorial content in connection with the preparation of events under the publication’s patronage or the financing of prizes in a competition organised by an editorial office or a publisher; the advertiser or announcer must be identified as the sponsor (Rule 4.2.3)
• An advertisement, announcement or promotion may be announced on the front page or in the table of contents of a given issue provided that it is labelled as advertisement, announcement or promotion or that it is the editorial office’s or publisher’s self-promotion (Rule 4.2.3)

• Advertising or promotional supplements attached to a press title under contract from advertisers, including inserts, should clearly differ from editorial content and regular or occasional feature supplements by their shape, graphic layout or typeface, so that the readers may not confuse the pages with editorial content with those of such supplements. Moreover, the title or logo of the publication may not appear in such supplements. The above restrictions shall not apply to the editorial office’s or the publisher’s own promotion measures; the provisions of Rule 4.3.2., last sentence, shall apply mutatis mutandis in such cases. (Rule 4.3.1)
• To ensure clear and unambiguous identification of the advertising supplements referred to in Rule 4.3.1., they should bear a printed caption saying ‘advertisement’, ‘promotional supplement’ or ‘advertising supplement’, or be otherwise marked in a way adopted by the publisher and allowing for clear and unambiguous identification of such supplements. The above shall not apply to inserts whose shape and content clearly indicate their character and origin (e.g., supermarket offers). In the in-house feature supplements (both regular and occasional), any advertisements, announcements, sponsoring or promotions should be clearly marked in accordance with the provisions of Rule 4.2.2. (Rule 4.3.2)

• Whenever prizes in any competitions, lotteries or promotional gift distributions organised by the editorial office or the publisher are provided by an advertiser, an announcer or external persons, those competitions, lotteries or promotions being advertised on pages devoted to editorial content, editorial texts may not suggest that the editorial office endorses or recommends in whatever way the products or services of such advertisers, announcers or other persons (Rule 4.4.1)
• The course of a competition organised by an editorial office or a publisher should remain under the organiser’s exclusive control; an advertiser, announcer or sponsor may not have the decisive influence upon the selection of the winner. In presenting the competition, the editorial office must take care not to imply that it favours the products or services provided by the advertisers, announcers or sponsors as prizes (Rule 4.4.2)

CINEMA

• The Content rules set out in our earlier section B apply to marketing communications in Cinema, except those specific to broadcast

​

SAWA is the Global Cinema Advertising Association, the global trade body of Cinema Advertising Companies and Associated Companies that supply services to the Cinema Advertising Industry.  Multikino (owned by Vue Entertainment Ltd) is the SAWA member in Poland; Multikino Media will handle cinema advertising sales nationwide.

Cinema City is the largest cinema operator in Poland (40% of multiplex market) followed by Multikino and Helios Cinemas; New Age Media, a subsidiary of Cinema City, provide and implement advertising campaigns of all Cinema City multiplexes

OUTDOOR

• The Content rules set out in our earlier Section B apply to outdoor marketing communications, except those specific to broadcast
• The international association for OOH advertising is the World Out Of Home Organisation (WOO); membership list here

SECTION C: CINEMA, PRINT, OUTDOOR

Applicable self-regulation and legislation 

• These rules are ‘general’ cross-border regulations, i.e. channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth publications or films for children; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website
• For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN 2024), which applies to all channels. Where there are content rules specific to the channels in this section, we show them below, 2024 amends in italics. In the context of ‘Native’ advertising in particular, articles 7 and 8 of the ICC Code shown below are relevant
• The Unfair Commercial Practices Directive 2005/29/EC; re native advertising in particular in print, and all provisions related to misleadingness etc. apply in all media; some clauses below
• In terms of channel rules, Chapter B (Sponsorship) of the ICC Code will apply; article B12 (shown below with 2024 amends)

Refer to Content Section B for provisions; of particular relevance below:

• Marketing communications should be clearly distinguishable as such, whatever their form and whatever the medium used. When an advertisement, including so-called “native advertising”, appears in a medium containing news or editorial matter, it should be so presented that it is readily recognisable as an advertisement and where appropriate, labelled as such. The true commercial purpose of marketing communications should be transparent and not misrepresent their true commercial purpose. Hence, a communication promoting the sale of a product should not be disguised as, for example, market research, consumer surveys, user-generated content, private blogs, private postings on social media or independent reviews.
• Marketing communications, regardless of format or medium, should be easily identifiable, allowing consumers to clearly distinguish between commercial and non-commercial content
• Identification disclosures should be prominent, clear, easily legible and appear in close proximity to the commercial message where they are unlikely to be overlooked by consumers
• Marketing communications should be transparent about their true commercial purpose, and not misrepresent it. Hence, a communication promoting the sale of goods, or the contracting of a service should not be disguised, for example as news, editorial matter, market research, consumer surveys, consumer reviews, user-generated content, private blogs, private postings on social media or independent reviews etc.
• In the case of mixed content, such as with news or editorial matter or social media, the marketing communication element should be made clearly distinguishable as such, and its commercial nature should be transparent. It should be so presented that it is readily and immediately recognisable as a marketing communication and where appropriate, labelled as such.

Identity of the marketer (Art. 8)

• The identity of the marketer should be transparent. Marketing communications should, where appropriate, include contact information to enable the consumer to get in touch with the marketer without difficulty. The above does not apply to communications with the sole purpose of attracting attention to communication activities to follow (e.g. so-called 'teaser advertisements').

Annex I of the UCPD 

11. Using editorial content in the media to promote a product where a trader has paid for the promotion without making that clear in the content or by images or sounds clearly identifiable by the consumer (advertorial). This is without prejudice to Council Directive 89/552/EEC (1)

22. Falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer

...........................................

Article B12 ICC Code Media sponsorship

• The content and scheduling of sponsored media properties should not be unduly influenced by the sponsor so as to compromise the responsibility, autonomy or editorial independence of the broadcaster, programme producer or media owner, except to the extent that the sponsor is permitted by relevant legislation unless the sponsor is legally allowed to be the programme producer or co-producer, media owner or financier funder;
• Sponsored media properties should be identified as such by presentation of the sponsor’s name and/or logo at the beginning, during and/or at the end of the programme or publication content. This also applies to online and in social media, including any influencer involvement material;
• Particular care should be taken to ensure that there is no confusion between sponsorship of an event or activity and the media sponsorship of that event, especially where different sponsors are involved.

SECTION C: ONLINE COMMERCIAL COMMUNICATIONS

This section sets out the broad rules for the commercial online environment generally. Below this, more specific channels are covered such as email, marketers’ own websites, and OBA. As the boundaries online can be less clear, and as space online is often advertiser-owned, there’s greater focus on the identification of advertising, as advertising is in remit (i.e. subject to the rules) in owned and (some) earned space as well as paid. The definition of advertising is therefore important. The Self Regulatory Organisation Rada Reklamy defines here Definition The message containing in particular information or a statement, especially made for a fee or remunerated otherwise, accompanying anybody’s activity which aims to increase the sale of products, to obtain another form of using the products, or to obtain another effect, desired by the advertiser. Advertisement (sic) shall also include sales promotion, offers intended to the recipients in the form of direct marketing, or sponsorship.

• The ‘virtual showrooms’ that most manufacturers and dealers deploy in this sector are not fully addressed here, as those are as much subject to trading and distance-selling regulations as to marcoms rules per se
• Nevertheless, marketers' own marcoms on their own websites, provided they ‘qualify’, will be subject to the rules set out in content section B for safety, credit, the environment etc. (except those from the Broadcasting Act)
• The content rules that apply to all product sectors, i.e. the 'general' content rules, should also be observed. These can be found beneath the sector rules in content section B
• The principal source of rules is the RR Code of Ethics in Advertising (EN)
• The general channel (placement) rules, i.e. those that apply to all product categories, cars included, are shown below under the General tab. These include statutory consent and Information requirements in some channels 
• Energy data (i.e. FC&CO2) is not required in online advertising; some manufacturers may include it in their advertising on third-party websites, and certainly in their own ‘virtual showrooms’ e.g. here from BMW
• The environmental Information re end-of-life vehicles set out under point 2.3 in the content section B should appear in ‘promotional literature’, so it is not required in the context of e.g. paid online, but manufacturers often include the information on their websites
• Credit requirements apply in all media. If the advertising includes any figures relating to the cost of credit, the ‘Standard Information’ is mandatory. Other credit provisions shown in content section B also apply in the online environment

SECTION C: ONLINE COMMERCIAL COMMUNICATIONS

Rada Reklamy Influencer code translation 

Navigating Advertising Regulations On Social Media

Patpol February 27, 2025 (EN)

Polish DPA bans Meta from processing personal data
​of two public figures for displaying deepfake ads (EN)

Traple Konarski Podrecki & Partners October 9, 2024

CONTEXT

This section provides the broad regulatory picture for the commercial digital environment. More specific channel rules such as email, OBA etc. follow. Advertising online is subject to the rules in owned and (some) earned space as well as paid, which makes the definition of advertising Definition The Rada Reklamy definition is ‘aims to increase the sale of products, to obtain another form of using the products, or to obtain another effect desired by the advertiser. Advertising shall also include sales promotion, offers intended to the recipients in the form of direct marketing, or sponsorship.' important, especially as there is so much content in a ‘blurred’ online environment .

In this channel context, the influence of legislation is significant, particularly in the use of personal data, so relevant articles from law are referenced. The impact of GDPR is shown under individual channel sections; in broad, when processing personal data related to e.g. databases for marketing purposes, rules from the GDPR now apply in all member states. Privacy issues should be reviewed with specialist advisors

• Per intro above, online advertising is subject to the rules set out in content section B, except those specific to broadcasting. if it’s advertising, it’s in remit. The key set of rules is from the Rada Reklamy Code of Ethics in Advertising. Exemptions are under Article 3. Key in legislation is The Law on Counteracting Unfair Commercial Practices PO/EN (2022 amends)

APPLICABLE SELF-REGULATION 

RR Influencer marketing code translation April 2025

UOKIK Recommendations Influencer Advertising (EN) announced 26/9/22

Above is link to UOKIK news story, full recommendations here (EN) and GALA/ Lex commentary here 

• As above, the Rada Reklamy Code of Ethics in Advertising applies to advertising as defined under article 3 and incorporates Chapter VII Direct Marketing 
• Code of Ethics Polish Direct Marketing Association (SMB) PO / EN Chapter VI E-Commerce; Section 37 Commercial Communication
• Code of Good Practice in Mobile Advertising PO / EN from mobile operators Polska Telefonia Cyfrowa, Polkomtel, Orange and P4 in conjunction with IAB Poland

APPLICABLE LEGISLATION 

Forthcoming changes regarding online advertising
Traple Konarski Podrecki & Partners/ Lex June 7, 2023

• If processing personal data, lawful processing rules from the GDPR may apply. Privacy issues should be reviewed with specialist advisors
• The Act on the Provision of Services by Electronic Means (PSEM) PO / EN (Arts. 9.1/ 9.2) implements elements of the e-Commerce 2000/31/EC and e-Privacy 2002/58/EC directives
• The Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends) applies to B2C commercial practices. Includes e.g. misleadingness rules and 'Invitation to purchase' requirements as well as an 'intrusion' clause under article 9/3. Transposes UCPD 2005/29/EC
• The Unfair Competition Act UCA PO / EN; note on translation here, applies in B2B and in this context mainly relates to comparative advertising. Transposes the Misleading and Comparative Advertising Directive MACAD 2006/114/EC
• The Broadcasting act was amended by the act of August 11th 2021 (PO) that transposed Directive 2018/1808; the Directive extends AVMSD rules online and in particular to video-sharing platforms: platforms must identify to users commercial communications in posts where known, and require the same of contributors. Content rules are essentially unchanged and shown for the Directive here
• The DSA: Consequences of the use of digital advertising from Dentons/ Lex August 30, 2022 covers the significant implications of this EU legislation (the Digital Services Act) on the advertising industry; in force 1 January 2024

SECTION C: ONLINE COMMERCIAL COMMUNICATIONS

Repository of European IAB’s Initiatives for Responsible Digital Advertising
IAB 30 September 2024. Topics Privacy, DSA, Influencer marketing, Qualid, Child Safety

This particular section provides the broad regulatory picture for the commercial digital environment. More specific channel rules such as those for email, OBA, Social Networks etc., follow. As the boundaries online can be less clear, and as a considerable amount of space online is advertiser-owned, there’s greater focus on the identification of advertising, as advertising is in remit (i.e. subject to the rules) online in owned and (some) earned space as well as paid

• For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN 2024), which applies to all channels, online included
• The channel rules shown here are ‘general’ cross-border regulations, i.e. those channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth platforms online; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website
• Chapter C of the ICC Code (linked above): Direct Marketing and Digital Marketing Communications; extracts below under 'self-regulatory clauses'
• ICC Guide for Responsible Mobile Marketing Communications
• EASA Best Practice Recommendation on Digital Marketing Communications 2023
• EU Data Protection: Online advertising - A patchwork under construction DLA Piper/ Lex Feb 27, 2023. This is a helpful piece setting out the requirements and restrictions of various EU legal instruments

Online Deals Do's And Don'ts For Online Business Under EU Law

Logan & partners/ Mondaq November 28, 2023

• Directive 2002/58/EC on privacy and electronic communications

• Directive 2000/31/EC on electronic commerce

• Regulation 2016/679/EU on the processing of personal data (GDPR) 

• Directive 2018/1808 amending AVMS Directive 2010/13/EU 

•  

Two relatively recent arrivals in EU digital platform regulation are the Digital Markets Act (implemented May 2023), aka Regulation (EU) 2022/1925 and its implementing provisions; Commission explanatory pages here and the Digital Services Act, pages here (implemented Feb 2024 for all platforms) aka Regulation 2022 (EU) 2022/2065. The first, as the name implies, is the EU's means of reining in the major digital 'gatekeepers' to ensure 'fairer and more contestable' markets. Somewhat obviously, the rules are aimed at platforms rather than advertisers and agencies, though there are implications for behaviourally targeted advertising. The DSA's main goal 'is to prevent illegal and harmful activities online and the spread of disinformation.' Loosely, this is the EU's Online Safety Act.

Chapter C ICC Code; Direct Marketing and Digital Marketing Communications (extracts) 

2024 amends in italics; there are some 20 articles in this section of the code  

C2. Identification and transparency

• Marketing communications should be properly identified, as such in accordance with Article 7 of the General Provisions subject descriptors should be accurate and the commercial nature of the communications, as well as the identity of the marketer, should be transparent to the consumers in accordance with Articles 7-8 of the General Provisions. 
• Where a marketer has created or offered consideration for a product endorsement or review, the commercial nature should be transparent. In such cases, the endorsement or review should not state or imply that it is from or conferred by an individual consumer or independent body
• Marketers should take appropriate steps to ensure that the commercial nature of the content of a social network site or profile under the control or influence of a marketer is clearly indicated and that the rules and standards of acceptable commercial behaviour in these networks are respected
• Any image, sound or text which, by its size, volume or any other visual characteristic, is likely to materially reduce or obscure the legibility and clarity of the offer should be avoided

Article C3 – Presentation of the offer
 

The terms of offers should be presented in a transparent and understandable manner in accordance with Article 11 (Presentation of the Offer) of the General Provisions

C2. Identity of the marketer

• The identity of the marketer and/ or operator and details of where and how they may be contacted should be given in the offer, so as to enable the consumer to communicate directly and effectively with them. This information should be where technically feasible available in a way which the consumer could access and keep, i.e. via a separate document offline, an online or downloadable document, email or SMS or log-in account; it should not, for example, appear only on an order form which the consumer is required to return.
• At the time of delivery of the product, the marketer’s full name, address, e-mail and phone number should be supplied to the consumer

SECTION C: COOKIES AND OBA

• There are no car-specific cookie rules; see rules under the General tab below for the cookie laws that apply to all sectors, cars included. Statutory consent and information requirements apply

• The car sector does not attract rules that are particular to OBA/ cars but OBA, like any other car advertising, is subject to the rules for safety, the environment, and credit (when a figure related to the cost of obtaining credit is included, ‘Standard Information’ is required) set out in the content section B
• The content rules that apply to all product sectors, i.e. the 'general' content rules, should also be observed. These can be found beneath the sector rules in content section B
• The principal source of rules is the RR Code of Ethics in Advertising (EN)
• FC&CO2 data is not required in online advertising; some manufacturers may include it, however, especially when making an associated claim

SECTION C: COOKIES AND OBA

Q&A: protecting privacy and confidentiality in Poland
SKP Ślusarek Kubiak Pieczyk June 10, 2024

The EU "Cookie Pledge" Preiskel & Co/ Mondaq 12 June 2023. Pledge here 

Meta’s Ad Practices Ruled Illegal Under E.U. Law. Jan 2023 NYT

• In the context of GDPR 2016/679: when cookies identify individuals, then lawful processing rules from the GDPR may apply. Privacy issues should be reviewed with specialist advisors;
• OBA is in remit and therefore subject to the rules set out in content section B, except those rules specific to broadcast. Principal source of marcoms rules is the Rada Reklamy Code of Ethics in Advertising (EN);
• IAB Europe published in May 2020 their Guide to the Post Third-Party Cookie Era and in July 2021 Guide to Contextual Advertising;
• The European Data Protection Board in May 2020 published Guidelines 05/2020 on consent under Regulation 2016/679 (EN) and in April 2021 Guidelines 8/2020 on the targeting of social media users (EN);
• Bird&Bird's Winter 2022 Global Cookies Review includes Poland in its pages; the section include the ins and outs of consent rules, some case law, and explanation of stances taken by the market regulators

• Code of Ethics Polish Direct Marketing Association (SMB) PO / EN (Chapter VI: e-Commerce; s. 37.4). Section 37 Online transaction security. Point 4: Traders should provide customers with information which does not contain any complicated technical jargon, referring to all the technologies of collecting and searching data, not allowing the identification of specific individuals, e.g. use of cookies. Traders using technology of cookie type will notify the customers about the purpose of its use

APPLICABLE LEGISLATION AND AUTHORITIES

• Telecommunications Act PO / EN (Art. 173 paras 1-3 implements the Cookie Directive 2009/136/EC via amendment article 1 (122) of the Act of 16 November 2012 
• Regulatory authority: Office of Electronic Communications UKE (Art. 209 (1.25) and 210 (1) TA) and General Inspector for Personal Data Protection UODO (Urzędu Ochrony Danych Osobowych, Office for the Protection of Personal data)
• Polish SA imposed fine on telecom operator for failure to notify the personal data breach. Jan 2023 (EN)

SECTION C: COOKIES AND OBA

Feedback paper on EDPB  “Consent or Pay” event

From the iAB; posted February 2025

Meta to offer less personalized ads in Europe. Reuters Nov 12, 2024

Consent or pay: one rule for some (large online platforms),

another rule for everyone else? Weil Gotshal & Manges 30/8/24

A new path for Privacy Sandbox on the web July 22, 2024

Third party cookie plans for Chrome. WFA view here 

EDPB Opinion 8/2024 on Pay or Consent April 17. Lexia May 8

Applicable legislation, self-regulation and guidance 

Note that legislation is implemented in member states, sometimes with nuance 

• e-Privacy Directive 2002/58/EC, as amended by the ‘Cookie Directive’ 2009/136/EC
• The introduction of the GDPR 2016/679 from May 25, 2018 

• European Commission Data Protection website:
  https://ec.europa.eu/info/law/law-topic/data-protection_en

• IAB Europe published in May 2020 the Guide to the Post Third-Party Cookie Era

• And in July 2021 the Guide to Contextual Advertising

• Commission's 'Cookie Pledge' pages here; includes draft pledging principles and December 2023 EDPB opinion on compliance with e-Privacy Directive and GDPR

As of 25 May 2018 the Article 29 Working Party ceased to exist and has been replaced by the European Data Protection Board (EDPB). Article 29 WP documents remain valid

Directive on privacy and electronic communications 2002/58/EC as amended by Directive 2009/136/EC

• Member States shall ensure that the use of electronic communications networks to store information or to gain access to information stored in the terminal equipment of a subscriber or user is only allowed on condition that the subscriber or user concerned is provided with clear and comprehensive information in accordance with Directive 95/46/EC, inter alia about the purposes of the processing, and is offered the right to refuse such processing by the data controller. This shall not prevent any technical storage or access for the sole purpose of carrying out or facilitating the transmission of a communication over an electronic communications network, or as strictly necessary in order to provide an information society service explicitly requested by the subscriber or user (Art. 5.3)

SECTION C: DIRECT ELECTRONIC COMMUNICATIONS

• While there are no rules for cars that are specific to (direct) electronic communications, requirements for safety, the environment, and credit all apply to commercial content in this channel
• The content rules that apply to all product sectors, i.e. the 'general' content rules, should also be observed. These can be found beneath the sector rules in content section B
• The principal source of rules is the RR Code of Ethics in Advertising (EN)
• Credit requirements apply in all media. If the advertising includes any figures relating to the cost of credit, the ‘Standard Information’ is mandatory. Other credit provisions shown in content section B also apply to electronic communications
• The environmental Information re End-of-Life vehicles set out under point 2.3 in the content section B should appear in ‘promotional literature’, so it is not required in this context
• Neither the law nor self-regulation identifies this form of electronic communication as requiring the featuring of FC&CO2 data
• The legality of sending commercial electronic communications to customers and potential customers is covered for all product sectors under the General tab below; statutory consent and information requirements apply in this channel

SECTION C: DIRECT ELECTRONIC COMMUNICATIONS

APPLICABLE SELF-REGULATION 

• Rada Reklamy Code of Ethics in Advertising PO / EN applies to advertising as defined under article 3 and incorporates Chapter VII Direct Marketing 
• Code of Ethics Polish Direct Marketing Association SMB PO / EN (Chapter VI: e-Commerce; s. 37.1 in Polish version, 38.1 in English version; new email section 33 here)
• Code of Good Practice in Mobile Advertising PO / EN from mobile operators Polska Telefonia Cyfrowa, Polkomtel, Orange and P4, in conjunction with IAB Poland

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APPLICABLE LEGISLATION 

• The Act on the Provision of Services by Electronic Means (PSEM) PO / EN (articles 4-10) transposes implements elements of the e-Commerce 2000/31/EC and e-Privacy 2002/58/EC Directives
• See this November 2021 judgement from CJEU re unsolicited 'Inbox advertising' and related article from GALA/ Lex here 
• The Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends) applies to B2C commercial practices; includes e.g. misleadingness rules and 'Invitation to purchase' requirements as well as an 'intrusion' clause under article 9. Transposes UCPD 2005/29/EC
• GDPR 2016/679: if data processing identifies individuals, then GDPR lawful processing rules may apply. Privacy issues should be reviewed with specialist advisors
• The Personal Data Protection Act of May 10th 2018 PO / EN (link temporarily bust) implements/ recognises the GDPR and its accompanying Directive 2016/680. GDPR applies directly in all member states

SOME EDPB GUIDANCE

• The European Data Protection Board published April 2021 Guidelines 8/2020 on the targeting of social media users (EN)
• And in May 2020 Guidelines 05/2020 on consent under Regulation 2016/679

KEY CLAUSES LEGISLATION 

B2C: Opt-in regime

• Direct marketing by email is permitted if the recipient has given his/ her prior consent to receiving such emails, in particular, by disclosing his/ her email address for that purpose (Art. 10 (1)/(2) PSEM)
• Consent cannot be presumed or implied and can be revoked at any time. The sender must also be able to provide proof of consent (Art. 4 PSEM)
• Making persistent and unwanted solicitations by email is considered an aggressive thus unfair commercial practice under article 9 (3) UCPA, confirmed by article 10.3 PSEM

• As Direct email will frequently include offers, information requirements from the UCPA when making an ‘Invitation to purchase' are extracted here
• All marketing communications/ advertising content in direct electronic media  is subject to the UCPA rules on unfair commercial practices, especially in this context misleading or unfair actions or omissions shown under articles 5, 6 and 7 of the Act linked again here 

The sender must provide the recipient with (Art. 5.2 PSEM):

• His/ her electronic email addresses
• His/ her name, surname, a place of residence and an address, or its name or a firm, headquarters and address

The sender must also clearly identify (Art. 9.1 & 9.2(1-3) PSEM)

• The commercial communication as such; it must be clearly defined and marked in a manner that doesn’t leave any doubt that it is a commercial communication
• The entity on behalf of whom the commercial communication is made, providing name and email addresses
• Promotional offers and activities (in particular price reductions), free benefits in cash or in kind and other benefits related to the promoted goods, service or image, as well as the conditions for participation
• Any other information which may have an impact on the extent of liability of the parties, in particular, warnings and restrictions

B2B: Provisions from PSEM above on direct marketing by e-mail are not applicable to corporate subscribers. Article 10 only applies to 'natural persons'. Opt-in applies for email addresses which clearly identify an individual (e.g. tim.burton@wikiregs.com). However, for generic email addresses (info@wikiregs.com), opt-out principle will apply (source: FEDMA)

SECTION C: DIRECT ELECTRONIC COMMUNICATIONS

Direct Marketing of Goods and Services in EU

ICLG April 2024. Clear and informative and (EN)

2024 GDMA International email benchmark 

Posted June 2024

• For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN 2024), which applies to all channels. Where there are content rules specific to the channels in this section, we show them below
• The channel rules shown here are ‘general’ cross-border regulations, i.e. those channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth databases; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website
• Chapter C of the ICC Code (full code linked above): Direct Marketing and Digital Marketing Communications; General Provisions of the ICC Code will also apply
• Directive 2000/31/EC on electronic commerce carries the rules on information to be provided in commercial communications in an e-commerce context; extracts below 
• Directive 2002/58/EC on privacy and electronic communications carries the rules on privacy/ consent, setting out the prevailing European opt-in regime; extracts below
• GDPR may apply if processing personal data; check privacy issues with specialist advisors 
• See this November 2021 judgement from CJEU re unsolicited 'Inbox advertising' and related article from GALA/ Lexology here 

SECTION C: MARKETERS' OWN WEBSITES

The same principle that applies in paid space also applies in non-paid space such as marketers’ own websites and SNS spaces: if the communication from the owner is advertising, it’s covered. Advertising is defined in the Rada Reklamy Code of Ethics article 3a as:  “The message containing in particular information or a statement, especially made for a fee or remunerated otherwise, accompanying anybody’s activity which aims to increase the sale of products, to obtain another form of using the products, or to obtain another effect, desired by the advertiser. Advertisement (sic) shall also include sales promotion, offers intended to the recipients in the form of direct marketing, or sponsorship.” 

• The 'virtual showrooms' that most manufacturers and dealers deploy in this sector are not fully addressed here, as those are as much subject to trading and distance-selling regulations as to marcoms rules per se
• Nevertheless, marketers' own marcoms on their own websites, provided they ‘qualify’ as such, will be subject to the rules set out in content section B for safety, credit, the environment etc.
• The content rules that apply to all product sectors, i.e. the 'general' content rules, should also be observed. These can be found beneath the Sector rules in content section B
• The principal source of rules is the RR Code of Ethics in Advertising (EN)
• Clearly, much of any website will not be commercial communication as defined; the data under the General tab below explains more fully what is and isn't in remit 
• Credit requirements apply in all media. If the advertising/ marketing communication includes any figures relating to the cost of credit, the ‘Standard Information’ is mandatory. Other credit provisions shown in content section B also apply online generally and in marketer’s own websites specifically when expressed as advertising (as defined in the introduction above)
• The environmental information re End-of-Life vehicles under point 2.3 in the content section B should appear in ‘promotional literature’ (Reg. 28/12/2004). There is not a great deal of evidence of compliance with this rule in literature, e.g. print advertising; some manufacturers observe it on their own websites
• Energy data (i.e. FC&CO2) is not required in online advertising; some manufacturers may include it in their advertising on third-party websites, and certainly in their own ‘virtual showrooms’

SECTION C: MARKETERS' OWN WEBSITES

CONTEXT

The same principle that applies in paid space also applies in owned, such as marketers’ own websites and SNS spaces: if the communication from the owner is advertising, it’s in remit. Advertising is defined in the applicable RR Code of Ethics in Advertising (EN) as a ‘message …. which aims to increase the sale of products, to obtain another form of using the products, or to obtain another effect desired by the advertiser. Advertising shall also include sales promotion, offers intended to the recipients in the form of direct marketing, or sponsorship.' Clearly, much content on owned websites won’t be advertising; for clarification of exemptions, e.g. UGC, see the EASA Recommendation linked below. Issues arise from the introduction of the GDPR 2016/679 from May 25, 2018: in the event that data processing (which may include cookies) identifies individuals, then lawful processing rules from the GDPR may apply. Privacy issues should be reviewed with specialist advisors.

APPLICABLE LEGISLATION

• If processing personal data, lawful processing rules from the GDPR may apply 
• Cookies: Telecommunications Act PO / EN (Art. 173 paras 1-3 implements the Cookie Directive 2009/136/EC via amendment article 1 (122) of the Act of 16 November 2012 
• e-Commerce: the Act on the Provision of Services by Electronic Means (PSEM) PO / EN (Arts. 9.1/ 9.2)
• As with all media, that which qualifies as advertising on Marketers' Own Websites will also be subject to The Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends), which implements the UCP Directive 2005/29/EC and applies to B2C practices; in December 2022 the law was amended to incorporate provisions from the Omnibus Directive 2019/2161 which include inter alia new requirements on search rankings and consumer reviews. See articles 5, 6 and 7 of the laws linked above where new provisions in the English version are italicised
• The Unfair Competition Act UCA PO / EN (note on translation here) protects businesses from acts of unfair competition (art. 3.1), implementing the Misleading and Comparative Advertising Directive 2006/114/EC
• The Broadcasting act was amended by the act of August 11th 2021 (PO) that transposed Directive 2018/1808; the Directive extends AVMSD rules online and in particular to video-sharing platforms: platforms must identify to users commercial communications in posts where known, and require the same of contributors. Content rules are essentially unchanged and shown for the Directive here

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APPLICABLE SELF-REGULATION 

• Content rules, principally from the Rada Reklamy Code of Ethics in Advertising, will apply when messaging qualifies as advertising; see definition above in the introduction. Other content rules from section B will also apply 
• Code of Ethics of the Polish Direct Marketing Association (SMB) PO / EN (Chapter VI: e-Commerce; s. 35 in Polish version: Information about the Trader; s. 37 in Polish version: Commercial Communication
• EASA’s Best Practice Recommendation Digital Marketing Communications 2023 establishes some exemptions in this context, such as User-generated Content (unless endorsed by the marketer), under Section 2 of the linked document
• The EASA Best Practice Recommendation on Influencer Marketing 2023 is not binding, but it is helpful guidance on how European regulators should approach this marketing technique

EDPB GUIDANCE 

• The European Data Protection Board published April 2021 Guidelines 8/2020 on the targeting of social media users (EN)
• And in May 2020 Guidelines 05/2020 on consent under Regulation 2016/679

KEY CLAUSES SELF-REGULATION

A significant issue in online’s less structured environment is the identification of advertising, especially in the context of Influencer marketing hence in this case extracting recognisability rules as well as the core misleadingness provision

• Advertiser, promoter, operator and media, each of them only within the scope of its advertising-related activities, will obey the rule, that every recipient of advertising made or distributed with his participation should be able to identify, that particular message is an advertisement (Art. 9)
• 1. Advertisements should not mislead their recipients, in particular with regard to: a) important characteristics such as nature, composition, method and date of manufacture, range of use, quantity, origin (also geographical) of the advertised item; b) value of the product and the total price actually to be paid for the product as well as other payment conditions like instalment sales, leasing, credit sales, bargain sales; c) terms of delivery, exchange, return, repair and maintenance; d) guarantee terms; e) intellectual and industrial property rights such in particular patents, names, trademarks, and industrial designs and models f) official permits or approvals, awards, prizes, medals, and diplomas; g) the extent of the entrepreneur’s benefits for charitable causes. 2. Data as well as scientific terms, quotations from technical or scientific publications not considered data within the meaning of the Code, used in advertisements, must indicate their source and cannot be used in a misleading manner. The data must be presented correctly from the methodological point of view. Presentation of statistical data must in particular take into account the rules of statistical inference, including the phenomenon of statistical error

The same principle that applies in paid space also applies in non-paid such as marketers’ own websites and SNS spaces: if the communication from the owner is advertising, it’s ‘in remit’, i.e. covered by the rules. Clearly, much of a brand website may not be advertising, but it's important to understand what may 'qualify', and different countries have different definitions. In this international context the most relevant definition is from the ICC Code: ‘any communications produced directly by or on behalf of marketers intended primarily to promote products or to influence consumer behaviour’. The other aspect of this environment that can be subject to regulatory issues is that of 'dialogue' between brand owners and consumers, where Consent and Information requirements may apply; see our General rules sector for specifics

ICC Advertising and Marketing Communications Code (EN 2024); Chapter C Direct Marketing and Digital Marketing Communications

Directive 2002/58/EC on privacy and electronic communications

Directive 2000/31/EC on electronic commerce

Directive 2005/29/EC on unfair commercial practices (UCPD)

Directive 2018/1808 amending AVMS Directive 2010/13/EU (AVMSD)

EASA Best Practice Recommendation on Digital Marketing Communications 2023

• For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN), which applies to all channels. Where there are content rules specific to the channels in this section, we show them below
• These channel rules are ‘general’ cross-border regulations, i.e. those channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth-oriented content; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website

SECTION C: NATIVE ADVERTISING

Also known as sponsored or branded content, this is online and offline advertising designed to fit in with its ‘habitat’, to give consumers a visually consistent experience. IAB Europe’s How to Comply with EU Rules Applicable to Online Native Advertising provides some categories of Native ads, some good practice recommendations, and a summary of EU rules 

• ‘Native’ advertising is like any other car advertising or any sector’s advertising – it’s subject to the content rules; the key general rule, spelt out under the General tab below, is that of identifiability/ disclosure
• So the content rules set out in section B apply; the content rules that apply to all product sectors, i.e. the 'general' content rules, should also be observed. These can be found beneath the sector rules in content section B

• The principal source of rules is the RR Code of Ethics in Advertising (EN). In legislation, the Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends)

• As the car sector creates a lot of 'content' and this may well be deployed using the native technique, advertisers/ agencies should be aware that new rules stemming from the amendment of the AVMS Directive by Directive 2018/1808 bring video-sharing platforms (VSPS) in particular into scope. Two potential issues arise: first, that AVMS rules related to safety and the environment, both of which may be relevant to the car sector, now apply to a number of online platforms including VSPs and second, that there are new commercial communication identification rules for VSPs. These are set out under article 28b of the earlier linked Directive, transposed in Poland by the Amend to the Broadcasting Act of 11th August 2021 (PO)

• Vloggers/ Influencers can constitute an 'audiovisual media service'; definitive view from the regulator group ERGA here 
• Credit requirements apply in all media. If the advertising includes any figures relating to the cost of credit, the ‘standard information’ is mandatory. Other credit provisions shown in content section B also apply
• On energy data (if a model is featured); FC&CO2 data is required in print if a car model is featured. In online ‘native’ or any form of online advertising, FC&CO2 data is not required

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SECTION C: NATIVE ADVERTISING

CONTEXT

Also known as sponsored or branded content, this is online and offline advertising designed to fit in with its ‘habitat’, to give consumers a visually consistent experience. IAB Europe’s December 2016 How to Comply with EU Rules Applicable to Online Native Advertising provides some categories of Native ads, some good practice recommendations, and a summary of EU rules and their December 2021 Guide to Native Advertising provides 'up-to-date insight into native ad formats and key considerations and best practices for buyers.' The key issue for this technique, obviously, is that of advertising identifiability. Native advertising, like any other advertising, is also subject to the rules set out in our content section B

APPLICABLE SELF-REGULATION 

• The Rada Reklamy Code of Ethics in Advertising (EN) applies to advertising content as defined and incorporates an identification rule set out below  
• The ICC’s Guidance on Native Advertising (EN). The guidance is based on the ICC Code (EN) article 9 Identification
• Code of Good Practice of Press Publishers PO / EN (Section 4) from the Polish Chamber of Press Publishers Izba Wydawców Prasy (IWP). Extracts below

APPLICABLE LEGISLATION 

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• The Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends), which implements the UCP Directive 2005/29/EC and applies to B2C practices; the UCPA carries a number of rules on advertising identification; see below 
• The Unfair Competition Act UCA PO / EN; note on translation here. See relevant article 16 below 
• If 'Native' advertising stretches to video-sharing platforms, which it may, the Broadcasting Act amends of 11th August 2021, transposing Directive 2018/1808, require identification of commercial communications by the platform and by the contributor

KEY CLAUSES SELF-REGULATION

• Advertiser, promoter, operator and media, each of them only within the scope of its advertising-related activities, will obey the rule, that every recipient of advertising made or distributed with his participation should be able to identify, that a particular message is an advertisement (Art. 9 RR Code)
• Article 9 Identification from the ICC Code: ‘Marketing communications should be clearly distinguishable as such, whatever their form and whatever the medium used. When an advertisement appears in a medium containing news or editorial matter, it should be so presented that it is readily recognisable as an advertisement and the identity of the advertiser should be apparent (see also article 10). Marketing communications should not misrepresent their true commercial purpose. Hence a marketing communication promoting the sale of a product should not be disguised by the marketer or sponsor as, for example, market research, consumer surveys, user-generated content, private blogs or independent reviews.' 
• Hidden advertisements, including product placement, shall be forbidden (4.1.10 IWP)
• The boundary between advertising material and editorial content shall not be blurred. The form of advertising materials and publications must be such as to make their nature of advertisement or announcement obvious to the reader. Advertising materials and announcements must be clearly set apart from editorial content by graphic elements or a different typeset and labelled as ‘advertisement’ (reklama), ‘promotion’ (promocja), ‘announcement’ (ogłoszenie), ‘sponsored text’ (tekst sponsorowany) or the like, making the nature and origin of such materials obvious to the reader. In particular, any advertisements and announcements that are intended to imitate or use editorial content or the publication’s graphic layout must be rejected (Rule 4.2.2 IWP)
• Neither the name nor the logo of an advertiser or announcer may be used on any of the pages devoted to editorial content unless they are labelled as an advertisement (reklamą) or announcement (ogłoszeniem). An advertiser or announcer whose logo has been placed on a page with editorial content may not have any influence on editorial content. Moreover, an advertiser or announcer’s name or logo may be placed on a page with editorial content in connection with the preparation of events under the publication’s patronage or the financing of prizes in a competition organised by an editorial office or a publisher; the advertiser or announcer must be identified as the sponsor (Rule 4.2.3)
• See rules 4.3.1/2 for Advertising Supplements conditions

KEY CLAUSES LEGISLATION

• A commercial practice will be regarded as misleading by omission if it omits material information that the average consumer needs to take an informed transactional decision and thereby causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise (Art. 6.1 UCPA)
• In particular, the following practice may be regarded as a misleading omission: Failing to disclose the commercial purpose of the practice (italics ours) if this is not clearly apparent from the circumstances and if this causes or may cause the average consumer to take a contractual decision which he/ she otherwise would not have taken (Art. 6.3 (2) UCPA)
• When assessing whether a market practice is misleading by omission all its features and circumstances related to the product launch, including its overall presentation, should be taken into account (Art. 6.5 UCPA)
• The following misleading commercial practice constitutes an unfair commercial practice in all circumstances: Advertorial, which involves using editorial content in the media to promote a product where a trader has paid for the promotion without making that clear in the content or by images or sounds clearly identifiable by the consumer (Art. 7.11 UCPA)
• Applicable B2B: In the field of advertising an act of unfair competition shall be, in particular, the following: Statement encouraging the purchase of products or services by creating the impression of being impartial/ neutral information (Art. 16.1.4 UCA)

SECTION C: NATIVE ADVERTISING

Also known as sponsored or branded content, this is online and offline advertising designed to fit in with its ‘habitat’, to give consumers a visually consistent experience. IAB Europe's How to Comply with EU Rules Applicable to Online Native Advertising provides some categories of native ads, some good practice recommendations, and a summary of EU rules. General rules, i.e. those that apply to all product sectors, are immediately below

ICC Advertising and Marketing Communications Code (EN 2024)

Directive 2005/29/EC on Unfair Commercial Practices (UCPD)

IAB Europe Guidance (as above in intro): How to Comply with EU Rules Applicable to Online Native Advertising (December 2016) here

And in December 2021 IAB Europe's Guide to Native Advertising provides 'up-to-date insight into native ad formats and best practices for buyers.' 

• For content rules in all channels, refer to the earlier content section B. The principal source of general international content rules is the ICC Advertising and Marketing Communications Code (EN 2024), which applies to all channels; the native technique is no different in that if it's advertising, it's subject to the rules
• These channel rules are ‘general’ cross-border regulations, i.e. those channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth publications; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website

Identification and transparency (Art. 7)

• Marketing communications should be clearly distinguishable as such, whatever their form and whatever the medium used. When an advertisement, including so-called “native advertising”, appears in a medium containing news or editorial matter, it should be so presented that it is readily recognisable as an advertisement and where appropriate, labelled as such. The true commercial purpose of marketing communications should be transparent and not misrepresent their true commercial purpose. Hence, a communication promoting the sale of a product should not be disguised as, for example, market research, consumer surveys, user-generated content, private blogs, private postings on social media or independent reviews.
• Marketing communications, regardless of format or medium, should be easily identifiable, allowing consumers to clearly distinguish between commercial and non-commercial content
• Identification disclosures should be prominent, clear, easily legible and appear in close proximity to the commercial message where they are unlikely to be overlooked by consumers
• Marketing communications should be transparent about their true commercial purpose, and not misrepresent it. Hence, a communication promoting the sale of goods, or the contracting of a service should not be disguised, for example as news, editorial matter, market research, consumer surveys, consumer reviews, user-generated content, private blogs, private postings on social media or independent reviews etc.
• In the case of mixed content, such as with news or editorial matter or social media, the marketing communication element should be made clearly distinguishable as such, and its commercial nature should be transparent. It should be so presented that it is readily and immediately recognisable as a marketing communication and where appropriate, labelled as such.

Identity of the marketer (Art. 8)

• The identity of the marketer should be transparent. Marketing communications should, where appropriate, include contact information to enable the consumer to get in touch with the marketer without difficulty. The above does not apply to communications with the sole purpose of attracting attention to communication activities to follow (e.g. so-called 'teaser advertisements').

Unfair Commercial Practices Directive 2005/29/EC, Annex I

Commercial practices which are in all circumstances considered unfair

• 11. Using editorial content in the media to promote a product where a trader has paid for the promotion without making that clear in the content or by images or sounds clearly identifiable by the consumer (advertorial). This is without prejudice to Council Directive 89/552/EEC

• 22. Falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer

SECTION C: DIRECT POSTAL MAIL

• The content rules for cars (safety, credit, the environment etc.) set out in section B apply, except those rules for the broadcast channels
• The content rules that apply to all product sectors, i.e. the 'general' content rules, should also be observed. These can be found beneath the sector rules in content section B
• The principal source of rules is the RR Code of Ethics in Advertising (EN); in legislation, the Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends)
• Consent to sending commercial communications to customers and potential customers, and the information that by law should be included, is covered for all sectors, cars included, under the General tab below

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• The environmental information re End-of-Life vehicles set out under point 2.3 in the content section B should appear in ‘promotional literature’. The reality is that the requirement is not widely observed in print

WLTP values from 2019

•  As FC&CO2 data requirements apply to all print media including brochures, leaflets etc., If a model is featured, the requirements set out in content section B will apply to direct mail:
• Text reading ‘Zużycie paliwa’ (Fuel consumption) with the amount of fuel consumption in litres per 100 km (1/100 km), accurate to one decimal place, combined cycle
• Text reading ‘Emisja CO2’ (CO2 emissions) with the amount of CO2 emissions in grams per kilometre (g/km), rounded to the nearest whole number
• This information must be presented in a clear, visible and legible manner (Sect. 6 (3) Reg. 28/12/2004)

Credit requirements apply in all media. If the advertising includes any figures relating to the cost of credit, the ‘standard information’ is mandatory. Other credit provisions shown in content section B also apply in direct mail

SECTION C: DIRECT POSTAL MAIL

Consumer protection before mail is sent is from two main sources: 1) the rules on the processing of personal data (i.e. data that can identify an individual) in order to send marketing communications, and 2) the ‘Robinson list’ or equivalent, i.e. an opt-out list of people who do not wish to receive marcoms; see below. Privacy issues should be reviewed with specialist advisors

APPLICABLE LEGISLATION

• The Personal Data Protection Act of May 10th 2018 PO / EN (link temporarily bust) transposes elements of GDPR and its accompanying Directive 2016/680 
• The Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends) applies to B2C commercial practices and includes e.g. misleadingness rules and 'Invitation to purchase' requirements. Transposes the Unfair Commercial Practices Directive 2005/29/EC
• The Unfair Competition Act UCA PO / EN; note on translation here, applies in B2B and in this context mainly relates to comparative advertising. Transposes the Misleading and Comparative Advertising Directive MACAD 2006/114/EC

APPLICABLE SELF-REGULATION 

• Rada Reklamy Code of Ethics in Advertising PO / EN applies to advertising content as defined and incorporates specific direct marketing rules; relevant article 47, applicable to B2C and B2B
• Content of direct postal mail commercial communications must observe the rules set out in our earlier content section B, except those specific to broadcast media. The principal source of rules is the RR code linked above
• SMB (Polish Marketing Association) Code of Conduct PO. The Robinson List (opt-out register) includes postal mail. Members of SMB must consult this list prior to sending direct mail marketing

KEY CLAUSES SELF-REGULATION

• All marketing communications/ advertising content in Direct Postal Mail is subject to the Rada Reklamy Code of Ethics in Advertising. The core rules are shown under Chapter III Basic Principles of Advertising; Direct Marketing under Chapter VII
• Direct marketing communications must respect the privacy of the recipient (Art. 47.1 RR Code)
• If personal data is collected for the purposes of direct marketing, the recipient must be clearly informed of this fact and provided with an indication of the scope of processing of such data. The collection, storage, and use of data must be compliant with the Personal Data Protection Act/ GDPR (Art. 47.2 RR Code)
• However direct marketing communications are sent (i.e. by email, SMS/ MMS, addressed/ non addressed postal mail, fax, telephone, other means of addressed online communications), the recipient must be able to verify the sender of such a marcom and where applicable, the source by which the sender obtained the recipient’s data (Art. 47.3 RR Code)
• The marketer must comply with the recipient’s demands if they do not wish to receive DM communications, however sent. The recipient may send their request for DM communications to cease directly to the marketer or by registering on an appropriate preference list (Art. 47.4 RR Code) or by displaying information about such a request at the place of delivery of mail (i.e. on a postbox)
• SMB Code: All commercial communications should be easily recognisable as such. The person initiating such communication, whether a natural or legal person, should be easily identifiable (s. 37 (1) SMB Code)
• The Robinson List is only binding on members of the Direct Marketing Association (SMB); it is a condition of membership to observe the Robinson List Regulations (s. 1 (2) SMB Code). SMB makes its Robinson List available to other entities interested in joining the system on a voluntary basis

KEY CLAUSES LEGISLATION 

• Applicable B2C: making persistent and unwanted solicitations by telephone, fax, email or other remote media to persuade consumers to purchase goods is considered an aggressive commercial practice under Art. 9 (3) UCPA (EN)
• As direct mail will frequently include offers, information requirements from the UCPA when making an ‘Invitation to purchase' are extracted here (EN)
• All marketing communications/ advertising content in direct postal mail is subject to the UCPA rules on unfair commercial practices, especially in this context misleading or unfair actions or omissions shown under articles 5, 6 and 7 of the act linked again here (EN)
• The Unfair Competition Act (EN) is most relevant in this context to rules on comparative advertising; see article 16 of the UCA

SECTION C: DIRECT POSTAL MAIL

Applicable self-regulation and legislation 

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• National 'Robinson lists' or opt-out lists
• The General Data Protection Regulation 2016/679 for the processing of personal data
• Directive 2005/29/EC on unfair commercial practices (UCPD)
• ICC Advertising and Marketing Communications Code (EN 2024)

• For content rules, refer to the earlier content section B. The principal source of general international content rules is the ICC code linked immediately above, most of which content rules apply to all channels
• The UCPD referenced and linked above will also apply to direct postal mail; this legislation provides a broad framework regulating commercial practices of all kinds; articles 6 and 7 establish regulation of misleading actions and misleading omissions respectively 
• Channel rules in this international context are ‘general’ cross-border regulations, i.e. those channel rules that apply to product sectors that do not attract particular restrictions in, for example, youth databases; rules for channel-sensitive product sectors such as alcohol or gambling can be found under their respective headings on the main website
• There isn't really a common set of self-regulatory general channel rules that cross borders for direct postal mail (largely a market activity), though article 22 (data protection and privacy) of the iCC Code linked above comes closest, but there is a common principle: unless you have consent to process their personal data and send them material, in other words they have 'opted in', you can't send consumers marketing communications. Postal mail to e.g. 'the occupier' of individual addresses, is generally permitted, though some countries have arrangements whereby local communities display signs preventing, or trying to prevent, delivery.
• From legislation, the GDPR will apply if processing personal data (that which can identify an individual)

SECTION C: EVENTS/ SPONSORSHIP

• There are no official channel rules in Poland specifically for sponsorship of events by car manufacturers
• Any associated promotional material will need to observe the content rules for cars specifically and advertising generally, the former set out in the content section B, the latter under the General tab in the same section
• The principal source of rules is the RR Code of Ethics in Advertising (EN); in legislation, the Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends) 
• Note that the channel rules set out here are specific to the car sector; the channel rules that apply to all sectors, found under the General tab below, also apply. These include, for example, sponsorship rules from chapter B of the ICC Advertising and Marketing Communications Code (EN)
• The sponsored event cannot have a negative impact on the natural environment. Therefore, any message coming from the sponsored person or the sponsor, and related to environmental protection should be truthful (Art. 44, Rada Reklamy Code of Ethics in Advertising EN)

WLTP values from 2019

• FC&CO2 data is mandatory in print material, which might accompany sponsorship, when a car model is featured
• If the material only refers to the make/ brand (sometimes the case in e.g. some forms of sponsorship) and not to any particular model, FC&CO2 data are not required according to the relevant 1999/94/EC Directive, though this particular provision has not been transposed in Poland
• In the context of 'Field Marketing’, requirements for displays in showrooms and at other points of sale are here:
  http://www.g-regs.com/downloads/POCarsPointsofSaleFCCO2.pdf
• Details of the Information manual/ Fuel Consumption Guide referenced earlier are here:
  ​http://www.g-regs.com/downloads/PONewCarFuelGuide.pdf

Credit requirements apply in all media. If associated sponsorship/ event material includes any figures relating to the cost of credit, the ‘standard information’ is mandatory. Other credit provisions shown in content section B also apply in this context

SECTION C: EVENTS/ SPONSORSHIP

Ambush marketing: the European summer of sport
Taylor Wessing May 16, 2024

GUIDE: The Olympic Games 2024 - Beating around le ambush

Lewis Silkin 25 January, 2024 (EN)

APPLICABLE REGULATION 

• Rada Reklamy Code of Ethics in Advertising: PO / EN; Sponsorship Chapter VI articles 40-44
• Sponsorship material is within the scope of the RR Code linked above; material would therefore need to observe the full code, as well as the specifics in the sponsorship section set out below
• The Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends), which implements the UCP Directive 2005/29/EC applies to B2C practices (art. 2/4 for scope, which suggests that sponsorship material would be covered)
• The Unfair Competition Act UCA PO / EN (note on translation here) protects businesses from acts of unfair competition (art. 3.1), implementing the Misleading and Comparative Advertising Directive 2006/114/EC. 'The act of unfair competition shall be the activity contrary to the law or good practices which threatens or infringes the interest of another entrepreneur or customer.' (Art. 3.1)
• The ICC Advertising and Marketing Communications Code (EN), foundation of self-regulation worldwide, carries a full Chapter B on event sponsorship

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Rada Reklamy Code of Ethics Chapter VI Sponsorship

• Sponsorship and sponsorship-related agreements must be performed in the manner which is easy to be read and understood by unrelated persons as to their nature, and in particular they should indicate all the interested parties and the content of their liabilities to the sponsor (Art. 40)
• Information on sponsorship originating from the sponsor or the sponsored of the given event must be clearly formulated and cannot violate the prevailing standards of decency (Art. 41)
• Sponsorship should never be operated in such a way as to endanger artistic or historical objects (Art. 42)
• Sponsorship-related operations cannot be misleading as to the sponsored entity, brand or other identification of the sponsored, in particular where the sponsored event is presented on the radio or television (Art. 43)
• The sponsored event cannot have a negative impact on natural environment. Therefore, any message coming from the sponsored person or the sponsor, and related to environmental protection should be truthful (Art. 44)

SECTION C: EVENTS/ SPONSORSHIP

Pilot Project Relaxes Olympic Games' Rule For Participating Brands

Marks & Clerk July 19, 2024 

Paris Olympics & Paralympics - Part 2: What could possibly go wrong?

Squire Patton Boggs july 16, 2024

GUIDE: The Olympic Games 2024 - Beating around le ambush

Lewis Silkin 25 January, 2024

• Advertising associated with sponsorship activity is likely to be subject to content rules; these can be found in the earlier content section B, or from the ICC Code linked below 
• ICC Advertising and Marketing Communications Code (EN 2024): Chapter B Sponsorship. 2024 amends in italics 

B1: Principles governing sponsorship

• All sponsorship should be based on contractual obligations between the sponsor and the sponsored party
• Sponsors and sponsored parties should set out clear terms and conditions with all other partners involved, to define their expectations regarding all aspects of the sponsorship deal
• Sponsorship should be recognisable as such
• The terms and conduct of sponsorship should be based upon the principle of good faith between all parties to the sponsorship
• There should be clarity regarding the specific rights being sold and confirmation that these are available for sponsorship from the rights holder. Sponsored parties should have the absolute right to decide on the value of the sponsorship rights that they are offering and the appropriateness of the sponsor with whom they contract
• There should be clear communication about the specific rights available for sponsorship from the rights holder, including the timing of the sponsorship commitment and the scale of coverage, such as territory. Sponsored parties should retain the sole discretion to determine the value of the sponsorship rights they offer and the suitability of a potential sponsor
• Furthermore, both parties should reserve the right to terminate the sponsorship agreement based on the terms outlined in the contract

B2: Autonomy and self-determination

• Sponsorship should respect the autonomy and self-determination of the sponsored party in the management of its own activities and properties, provided as long as the sponsored party fulfills the obligations set out in the sponsorship agreement  meets the requirements set in the sponsorship agreement and those actions do not damage the reputation of the sponsor

B3: Imitation and confusion

• Sponsors and sponsored parties, as well as other parties involved in a sponsorship, should avoid imitation of the representation of other sponsorships where such imitation might mislead or generate confusion, even if applied to non-competitive products, companies or events
• Both sponsors and sponsored parties, along with anyone else involved, should avoid imitation of other sponsorships if it could mislead or cause confusion, even with non-competing products, businesses or events

SECTION C: SALES PROMOTIONS

This website was created to provide international rules on marketing communications; it does not claim authority on specific sales promotions (SP) regulation, especially retail legislation. However, in the course of extensive research in marketing, relevant rules will be included. national self-regulatory codes and consumer protection legislation, for example, are checked for any provisions that affect SP and included below

• Promotional material must observe the content rules for cars (safety, credit, the environment etc.) set out in section B
• The content rules that apply to all product sectors, i.e. the 'general' content rules, should also be observed. These can be found beneath the sector rules in content section B
• Principal source of rules is the RR Code of Ethics in Advertising. This includes under chapter VIII rules on sales promotions (applicable to all product sectors); in legislation, the Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends; some clauses below) 
• When SP communication features a car model in printed promotional material, the energy data requirements set out in section B will apply. FC&CO2 data is not required in broadcast or online, though some manufacturers include it
• Credit requirements apply in all media. If the advertising/ promotional material includes any figures relating to the cost of credit, the ‘standard information’ is mandatory. Other credit provisions shown in content section B also apply
• Some of the pricing rules set out in section B, while applying to all sectors, are particularly relevant to the car sector in a sales promotion context. Prohibited is:

• Stating that a product will only be available for a very limited time, or that it will only be available on particular terms for a very limited time, in order to elicit an immediate decision and deprive consumers of sufficient opportunity to take an informed choice (Art.7 (7) the Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends))
• ‘Bait’ advertising, which involves making an invitation to purchase products at a specified price without disclosing the existence of any reasonable grounds the trader may have for believing that he/ she will not be able to offer for supply or to procure another trader to supply, those products or equivalent products at that price for a period that is, and in quantities that are, reasonable having regard to the product, the scale of advertising of the product and the price offered (Art.7 (5) 2007 act as above)
• ‘Bait and switch’ advertising, which involves making an invitation to purchase products at a specified price, and then refusing to show the advertised item to consumers or refusing to take orders for the product or to deliver it within a reasonable time, or demonstrating a defective sample, with the intention of promoting a different product (Art.7 (6) 2007 act as above)

SECTION C: SALES PROMOTIONS

Disclaimers in consumer promotions: How to avoid a fine from the regulator
Wardyński & Partners September 26, 2024

Permanent promotions mislead consumers, says Poland's consumer protection watchdog
Osborne Clarke/ Lex. April 4, 2023

CONTEXT

This website was created to provide international rules on marketing communications; it does not claim authority on specific Sales Promotions (SP) regulation, especially retail legislation. However, in the course of extensive research in marketing, relevant rules will be included. National self-regulatory codes and consumer protection legislation around pricing, for example, are checked for any provisions that affect SP and included below. Note that promotional schemes requiring a purchase to take part, and offering prizes only on the basis of random chance, are considered a lottery and are generally illegal. As promotional advertising might be more ‘aggressive’, we include the measures from legislation and self-regulation related to aggressive/ unfair advertising. Promotional activity can be fraught with regulatory issues; plans should be checked with specialist advisors

APPLICABLE SELF-REGULATION

• Rada Reklamy Code of Ethics in Advertising PO / EN Chapter VIII Sales Promotion (Arts 49-61)
• SMB (Polish Direct Marketing Association) Code of Ethics PO / EN (s. 14) promotion and advertising, Chap. III Mail Order and Catalogue Selling

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APPLICABLE LEGISLATION

• The Law on Counteracting Unfair Commercial Practices PO / EN (inc. 2022 amends) applies B2C; covers forms of promotional marcoms under arts 7.19, 7.20, and 9.8. This law transposes the Unfair Commercial Practices Directive 2005/29/EC
• The Unfair Competition Act UCA PO / EN (Art. 17a (1&2) UCA) similarly, the UCA addresses some promotional techniques under article 17a. This act transposes the Misleading and Comparative Advertising Directive 2006/114/EC
• Act on the Provision of Services by Electronic Means PO / EN (Art. 9.2.2  promotional conditions in e-commerce context; see below)
• The Gambling Act of 19 November 2009 PO / EN (key clauses only; unofficial translation) relevant to a prize draw/ promotional lottery where participation in the promotion is conditional on the purchase of goods, services or another game ticket

SECTION C: SALES PROMOTIONS

This website was created to provide international rules on marketing communications; it does not claim authority on specific sales promotions (SP) regulation, especially retail legislation. However, in the course of extensive research in marketing, relevant rules will be included. National self-regulatory codes and consumer protection legislation, for example, are checked for any provisions that affect SP and included below. Content in SP material is likely to be subject to the rules set out in the earlier section B as well as more specific requirements related to pricing, promotional conditions etc. .

ICC Advertising and Marketing Communications Code (EN 2024), Chapter A Sales Promotion, Chapter C Direct Marketing

For promotions and contests on social media, refer to Own Websites channel; SNS

Directive 2005/29/EC on Unfair Commercial Practices (UCPD)

Directive 98/6/EC on the Prices of Products offered to Consumers

ICC Code Chapter A Sales Promotion 

Clauses are from the 2024 edition of the Code 

A1: Principles governing sales promotions

• All sales promotions should interact with consumers in a fair, transparent, respectful and honourable way while upholding the Code’s data protection and privacy principles
• The design and implementation of sales promotions should align with the consumers’ reasonable expectations as set by the promotion
• The administration of sales promotions and the fulfilment of any obligation arising from them should be prompt and efficient and consistent with the presentation of the promotion
• The terms and conduct of all sales promotions should be transparent to all participants
• All sales promotions should be framed in a way which is fair to competitors and others in the market
• Sales promotions that primarily target children or teens should comply with Chapter E – children and teens
• No promoters, intermediaries or others involved should do anything likely to bring sales promotions into disrepute