After thirteen years of silence in pharmacy marketing communications, a real revolution is coming. In June 2025 Court of Justice of the European Union (CJEU) has ruled that the Polish a total ban on advertising in pharmacies is too restrictive and incompatible with European Union law.
The ruling paves the way for the biggest change in pharmaceutical communications in a decade.
For pharmacy owners and pharmacy chains, this is a huge challenge - but also an opportunity. Finally, it will be possible to talk about pharmacy services, pharmaceutical care or health education, but only within the the neutrality of the advertising message and in accordance with the ethics of the pharmacy profession.
This is the moment when strategic pharmacy PR ceases to be an option - it becomes a necessity.
I. The end of the total ban on pharmacy advertising - what does the CJEU judgment change?
The verdict that changed the rules of the game
19 June 2025 Court of Justice of the European Union delivered a landmark judgment on pharmacy advertising. The CJEU ruled that Poland's current Article 94a of the Pharmaceutical Law, introducing a total ban on advertising for pharmacies and pharmaceutical outlets, is disproportionate i infringes the principle of freedom of establishment guaranteed by EU law.
In the Court's view, such a restriction blocked patients' access to reliable information about the pharmacy servicesits location and working hours, which is contrary to the the e-commerce directive and EU law.
The CJEU does not abolish the duty of ethics - on the contrary, it points to the need to balance between patient protection and freedom of communication. Member States may restrict advertising, but may not completely prohibit.
What does this mean for pharmacy owners?
For pharmacy owners, this means that communication with the patient becomes possible. But not in the form of aggressive marketing, but reliable, educational informationwhich supports the patient's health needs.
From now on, pharmacies will be able to:
- talk about its location and opening hours,
- inform about pharmacy services such as blood pressure measurement, drug review or vaccinations,
- educate patients on prevention and the rational use of medicines.
This is the moment when pharmacy branding i online communication become legitimate and desirable activities - as long as they are carried out within the limits of message neutrality.
II. Draft amendment to the Pharmaceutical Law - what is changing
Repeal of Article 94a - end of the era of prohibition
In response to the CJEU judgment Ministry of Health prepared by Draft amendment to the Pharmaceutical Law (UD291)which repeals Article 94a and introduces a new model of pharmacy communication.
This marks the end of the era of the total ban on pharmacy advertising, which had been in place since 2012.
The project assumes:
- lifting the ban on pharmacy advertising,
- introduction of the concept of "neutral advertising",
- authorising information and education measures,
- increase in penalties for abuse - up to three times the existing rates.
This is a qualitative change - pharmacy advertising will no longer be banned, but will be strictly controlled.
What content will be allowed?
An amendment to the pharmaceutical law will allow pharmacies to make themselves available to the public:
- information on the location and opening hours of the pharmacy,
- description pharmacy and pharmacy 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 - as long as the message is not persuasive and does not encourage irrational drug purchases.
What is still not allowed?
Pharmacy advertising cannot:
- include promotions, discounts or slogans such as 'lowest prices',
- encourage over-purchasing of medicines or other pharmacy products,
- violate the rules of the pharmacy profession,
- undermine the professional independence of the pharmacist.
The purpose of the legislation is to patient safety against excessive commercialisation and to protect confidence in the pharmacy profession.
III. Neutrality of the advertising message - a new era of pharmacy communication
What is neutral pharmacy advertising?
"Neutral advertising" is a new term in pharmaceutical law - it means a message based on facts, not emotions. In practice: pharmacy can talk about what it does, but it cannot argue that it does it better than others.
Examples of permitted messages:
- "You will have your blood pressure measured in our pharmacy".
- "Sunny Street pharmacy open from 8am to 8pm".
- "The pharmacist provides advice on taking medication".
In contrast, it is not allowed to write:
- "The best pharmacy in town".
- "Buy two products, get the third free".
The key is objectivity, integrity and compliance with ethical principles.
How to effectively frame the content of advertising?
Pharmacies should develop a communication policy which complies with EU law and national ethical principles.
Every message - whether on a website, social media or leaflet - must pass the three-question test:
- Is the message informative, not persuasive?
- Does it serve the good of the patient and not the sale?
- Does it comply with the rules of the pharmacy profession?
If the answer to all questions is 'yes' - the message is safe.
IV. PR for pharmacies - why now is the best time for image-building activities
New communication space = new branding opportunity
Loosening the rules does not mean discretion, but opens up space for legitimate pharmacy brand communication. This is the perfect time for pharmacies:
- have built internet presence strategy,
- educate patients through content marketing,
- strengthen confidence in pharmacists as health care experts.
Instead of sales advertising, it is worth betting on Educational PR, or communication that supports patients in understanding their health needs.
How can a PR agency help a pharmacy?
Professional Public Relations Agency:
- will prepare pharmacy communication strategy in compliance with pharmaceutical legislation,
- will develop safe educational content - articles, posts, podcasts,
- will take care of SEO positioning and the pharmacy's online reputation,
- will carry out communication audit and compliance training.
It is a support that allows pharmacies to operate without the risk of breaching the advertising ban, while also build patient visibility and loyalty.
Examples of PR activities that work:
- A health blog run by a pharmacist.
- A series of posts on autumn prevention.
- Educational video on pharmaceutical care.
- Cooperation with local media and local government.
It's not advertising - it's social responsibility of the pharmacy.
V. How to prepare your pharmacy for the new law - a practical guide
Do a communication audit
Review the website, social media, leaflets and pharmacy signage. Remove anything that could be interpreted as an incentive to buy.
Develop an information policy
Define what content the pharmacy can publish. Include: opening hours, location, pharmacy services, health education.
Train the team
Pharmacists and pharmacy staff should know how to talk to patients and how to avoid promotional language. It is worth preparing checklist for neutrality of advertising messages and implement it in everyday work.
Ensure online consistency
In the digital age, pharmacy communication online is of paramount importance.
Take care:
- consistent descriptions of services,
- current opening hours,
- clear information on the offer.
This will help the patient find you more quickly.
VI. Who will control the new pharmacy advertising rules
Supervision of compliance remains the responsibility of the the regional pharmaceutical inspectorwho will enforce compliance of communications with the new rules.
In addition, Supreme Pharmaceutical Council will give its opinion on the ethics of the profession, and Supreme Administrative Court will retain the competence to interpret disputes.
This means that pharmacies must not only be creative, but above all - responsibly.
VII. Conclusion - the future of pharmacy communications
The amendment to the pharmaceutical law is not just a change in legislation, but the beginning of a new era of health communication. Pharmacy advertising will no longer be a sales tool, but a channel for patient education and confidence building.
For pharmacy owners and pharmacists, this is the moment to:
- plan lawful communication,
- build brand recognition for the pharmacy,
- strengthen the position of the pharmacist as an expert.
And for PR agencies - this is the time to become a partner of pharmacies in this change.
Want to prepare your pharmacy for the new regulations?
Contact us - we can help you plan your communication legally compliant, image-efficient and ethically secure. Build with us a brand of pharmacy that patients really trust.
