Gambling Advertising in Poland: What Bookmakers Can and Cannot Do

Poland bans gambling advertising as a rule and permits it as an exception. The exception matters: licensed mutual betting operators may advertise within strict limits, and the resulting rules shape how every bookmaker in the country markets itself. Here is what is allowed, what is not and where enforcement focuses.

The general prohibition

The Gambling Act prohibits advertising and promotion of games of chance, mutual betting and games on machines, and it defines advertising broadly to include any public presentation of trademarks, symbols or other designations associated with gambling. The prohibition also covers informing about sponsorship by gambling operators, with a narrow exception for licensed betting operators. Unlicensed operators cannot advertise at all, and anyone who promotes them commits an offence.

The exception for licensed bookmakers

Operators holding a Polish mutual betting permit may advertise, subject to conditions. Advertising may not be directed at minors, may not depict minors or people who appear to be minors, may not associate betting with relaxation, success or sexual attractiveness, may not present betting as a way to solve financial problems, and must carry a warning about the risks of gambling and the age restriction. Television, radio and cinema advertising is restricted to late-evening hours, with exceptions for sports broadcasts, and advertising must not appear in press aimed at young people or in schools.

Sponsorship

Licensed bookmakers may sponsor sports and inform about that sponsorship, which is why club shirts, stadium boards and league titles in Poland carry bookmaker names. The sponsorship communication must comply with the same content restrictions as advertising. Operators without a Polish permit cannot lawfully sponsor Polish sports, and clubs accepting such sponsorship face legal exposure.

Digital and influencer marketing

Online advertising, affiliate marketing and social media promotion by licensed operators must comply with the same rules, including warnings and age restrictions. Influencers promoting unlicensed casinos or betting sites, which has become a visible problem, are exposed to fiscal-penal liability for promotion of unlawful gambling, and enforcement actions against them have increased. Platforms and publishers can also be held responsible for hosting unlawful advertising.

Penalties

Unlawful advertising carries a financial penalty imposed on the advertiser and, for individuals, fiscal-penal liability that can include a fine of up to several hundred daily rates. The customs and tax administration monitors advertising actively, and licensed operators can face proceedings for breaches of the content rules.

Our compliance team reviews advertising campaigns, sponsorship agreements and affiliate programmes for compliance with Polish rules.