After thirteen years of silence in pharmacies’ marketing communication, a real revolution is coming. In June 2025 The Court of Justice of the European Union (CJEU) ruled that the current total ban on pharmacy advertising in Poland and in accordance with the ethical principles of the pharmaceutical profession..
European Union law.
This ruling paves the way for the biggest change in pharmaceutical communication in a decade. For pharmacy owners and chains, it is a huge challenge β but also an opportunity. Finally, it will be possible, but only within to talk about pharmacy services, pharmaceutical care, or health education neutrality of the advertising message
This is the moment when strategic pharmacy PR stops being an option β it becomes a necessity.
I. The end of the total ban on pharmacy advertising β what does the CJEU ruling change?
The ruling that changed the rules of the game
On June 19, 2025 the Court of Justice of the European Union issued a groundbreaking ruling on pharmacy advertising. The CJEU found that the current Article 94a of the Pharmaceutical Law, which introduces a total ban on advertising pharmacies and pharmacy points, is disproportionate i and violates the principle of freedom of entrepreneurship guaranteed by EU law.
According to the Court, such a restriction blocked patients’ access to reliable information about pharmacy services, its location and opening hours, which is contrary to the E-commerce Directive and EU law.
The CJEU does not eliminate the ethics obligation β on the contrary, it points out the need for a balance between protecting patients and freedom of communication. Member States may limit advertising but cannot ban it entirely.
What does this mean for pharmacy owners?
For pharmacy owners, this means that communication with patients becomes possible. But not in the form of aggressive marketing, rather as reliable, educational informationthat supports the health needs of the patient.
From now on, pharmacies will be able to:
- talk about their location and opening hours,
- inform about pharmaceutical services, such as blood pressure measurement, medication reviews or vaccinations,
- educate patients on prevention and rational drug use.
This is the moment when building pharmacy brand i online communication become legal and desired activities β as long as they are conducted within the bounds of message neutrality.
II. Draft amendment to the Pharmaceutical Law β what changes
Repeal of Article 94a β the end of the ban era
In response to the CJEU ruling the Ministry of Health prepared a draft amendment to the Pharmaceutical Law (UD291), which repeals Article 94a and introduces a new model of pharmacy communication.
This is the end of the total ban on pharmacy advertising that has been in force since 2012.
The project includes:
- lifting the ban on pharmacy advertising,
- introducing the concept of “neutral advertising”,
- allowing informational and educational activities,
- increasing penalties for abuses β even up to three times the current rates.
This is a qualitative change β pharmacy advertising will no longer be banned, but will be strictly controlled.
What content will be allowed?
Amendment to the Pharmaceutical Law will allow pharmacies to publicly share:
- information about the location and opening hours of the pharmacy,
- description of pharmacy and pharmacy outlet services,
- educational and health-promoting content (e.g., prevention, drug safety, vaccinations).
This means that pharmacies can finally inform patients about what they do for them β as long as the message is not persuasive and does not encourage irrational purchase of medicines.
What is still prohibited?
Pharmacy advertising may not:
- contain promotions, discounts, or slogans like “lowest prices”,
- encourage excessive purchasing of medicines or other pharmacy products,
- violate the principles of the pharmaceutical profession,
- undermine the professional independence of the pharmacist.
The purpose of the regulations is to protect patients from excessive commercialization and to safeguard trust in the pharmaceutical profession.
III. Neutrality of advertising content β a new era of pharmacy communication
What is neutral pharmacy advertising?
“Neutral advertising” is a new term in pharmaceutical law β it means a message based on facts, not emotions. In practice: a pharmacy can state what it does, but cannot claim it does it better than others.
Examples of permitted messages:
- “In our pharmacy, you can have your blood pressure measured”
- “Pharmacy at SΕoneczna St. open from 8:00 to 20:00”
- “The pharmacist provides advice on medication use”
It is not allowed to write:
- “The best pharmacy in town”
- “Buy two products, get the third free”
The key is objectivity, reliability, and compliance with ethical principles.
How to effectively define the framework of advertising content?
Pharmacies should develop a communication policy compliant with EU law and national ethical standards.
Every message β on the website, social media, or in a leaflet β must pass the test of three questions:
- Is the message informational, not persuasive?
- Does it serve the patientβs good, not sales?
- Is it compliant with the principles of the pharmaceutical profession?
If the answer to all questions is “yes,” the message is safe.
IV. PR for pharmacies β why now is the best time for image-building activities
New communication space = new opportunity to build the brand
Loosening of regulations does not mean freedom, but opens up space for legal pharmacy brand communication. It’s an ideal moment for pharmacies to:
- built an internet presence strategy,
- educated patients through content marketing,
- strengthened trust in pharmacists as health care experts.
Instead of sales advertising, it is worth focusing on educational PR, that is communication that helps patients understand their health needs.
How can a PR agency help a pharmacy?
A professional Public Relations agency:
- will prepare a pharmacy communication strategy compliant with pharmaceutical law,
- will develop safe educational content β articles, posts, podcasts,
- will take care of SEO positioning and the pharmacy’s online reputation,
- will conduct a communication audit and compliance training.
This support allows pharmacies to operate without risking violation of advertising bans, while at the same time building patient visibility and loyalty.
Examples of PR activities that work:
- Health blog run by a pharmacist.
- A series of posts on autumn prevention.
- Educational video about pharmaceutical care.
- Collaboration with local media and local government.
This is not advertising β this is the pharmacy’s social responsibility.
V. How to prepare a pharmacy for the new law β a practical guide
Conduct a communication audit
Review the website, social media, leaflets, and pharmacy signage. Remove anything that could be interpreted as a purchase incentive.
Develop an information policy
Define what content the pharmacy can publish. Include: opening hours, location, pharmaceutical services, health education.
Train the team
Pharmacists and pharmacy staff should know how to talk to patients and avoid promotional language. It is worth preparing a neutrality checklist for advertising messages and implementing it in daily work.
Ensure consistency online
In the digital age, a pharmacy’s online communication is very important.
Take care of:
- consistent service descriptions,
- up-to-date opening hours,
- clear information about the offer.
This way, patients will find you faster.
VI. Who will oversee the new pharmacy advertising rules
Supervision over compliance remains with the regional pharmaceutical inspector, who will enforce compliance of communication with the new rules.
Additionally, the Supreme Pharmaceutical Council will review activities from the professional ethics perspective, and the Supreme Administrative Court will retain competence in dispute interpretation.
This means pharmacies must not only act creatively, but above all β responsibly.
VII. Summary β the future of pharmacy communication
The amendment to the pharmaceutical law is not just a change in regulations, but the beginning of a new era in health communication. Pharmacy advertising will no longer be a sales tool, but a channel for education and building patient trust.
For pharmacy owners and pharmacists, this is the moment to:
- plan communication in accordance with the law,
- build pharmacy brand recognition,
- strengthen the pharmacist’s position as an expert.
And for PR agencies β this is the time to become a partner to pharmacies in this change.
Do you want to prepare your pharmacy for the new regulations?
Contact us β we will help you plan communication that is legal, effective in terms of image, and ethically safe. Build with us a pharmacy brand that patients truly trust.
