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Issue October 2026

Poland advertising rules in 2026

Poland’s competition and consumer authority, UOKiK, is one of the most active enforcers of influencer labelling in Europe. Its recommendations ask for two-level labelling, using the platform’s paid-partnership tool and a text label such as #reklama, and in March 2025 it fined three well-known influencers almost half a million złoty in total. EU political advertising rules have applied since October 2025. On the opportunity side, Allegro Ads gives sellers search and display placements on Poland’s largest marketplace.

Executive findings

  1. 1

    UOKiK recommends two-level labelling of influencer advertising: the platform’s own paid-partnership function plus the creator’s own label, for example in the post description.

    Documented: official source. Scope: Poland; UOKiK recommendations, as of . [1]

  2. 2

    In March 2025 UOKiK fined three Polish influencers and celebrities a total of almost half a million złoty for incorrectly labelling advertising on Instagram.

    Documented: official source. Scope: Poland; UOKiK press release, 3 March 2025, as of . [2]

  3. 3

    Fines for misleading consumers in this way can reach 10% of the business’s revenue in the year before the fine.

    Secondary source. Scope: Poland; law firm summary of UOKiK powers, as of . [3]

  4. 4

    Allegro Ads offers advertising solutions for sellers on the Allegro marketplace.

    Documented: official source. Scope: Poland; Allegro Advertising, as of . [4]

  5. 5

    Regulation (EU) 2024/900 on political advertising entered into full application on 10 October 2025.

    Documented: official source. Scope: EU member states including Poland, as of . [5]

Method and limitations
Question
What changed in advertising rules and platform options in Poland during 2025 and 2026, and what should an advertiser do about it?
Written for
Marketing leads and founders planning paid media in Poland.
Decision at stake
Which compliance steps to complete before launch, and which channels deserve a test budget this year.
Sources
UOKiK’s influencer marketing page and March 2025 decisions, a CMS summary of the recommendations, Allegro Advertising and the European Commission page on political advertising.
Period
Official and professional sources as published on 18 October 2026.
Markets
Poland, national rules and the platform policies that apply there
Definitions
  • Two-level labelling: using both the platform’s paid-partnership feature and the creator’s own advertising label in the post.
Limitations
  • This briefing is not legal or tax advice. Confirm obligations with qualified local counsel before acting.
  • Rules and platform terms change; each source shows the date we read it.

Influencer labelling is enforced

Documented: official source

UOKiK’s recommendations list accepted labels such as #reklama, #materiałreklamowy and “płatna współpraca z marką XYZ”, and ask that the advertised brand is named. Gifts, PR packages and self-promotion are covered with examples. The authority has said that responsibility lies with influencers, agencies and advertisers together.

In November 2025 UOKiK also announced that it was examining social media for aggressive advertising aimed at children, which matters for toy, food, gaming and fashion brands.

Political and issue advertising

Documented: official source

Since 10 October 2025 political ads in the EU must be labelled with a transparency notice, and targeting with personal data needs explicit consent. Large platforms have withdrawn from political and issue ads in the EU, so Polish campaigns on regulatory or public-policy topics should expect rejection on Meta and Google.

Opportunities this year

FOCUSADS view

For sellers already listed on Allegro, marketplace ads reach shoppers at the point where they compare products. FOCUSADS plans for Polish e-commerce compare Allegro Ads with Google Shopping on margin after marketplace fees, and keep creator campaigns inside UOKiK’s labelling rules from the brief onwards.

How this connects to our method: How market rules enter the plan

References

  1. Influencer marketing (recommendations and FAQ), UOKiK (Office of Competition and Consumer Protection), accessed
  2. Decisions of the President of UOKiK: Chajzer, Doda and Rozenek-Majdan, UOKiK, accessed
  3. Recommendations of the Polish Competition Authority on the labelling of social media advertising, CMS, accessed
  4. Rozwiązania reklamowe dla sprzedających (Allegro Ads), Allegro Advertising, accessed
  5. Transparency and targeting of political advertising, European Commission, accessed
  6. Advertising targeted at children: UOKiK monitors social media, UOKiK, accessed

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