How breweries break advertising laws with impunity while the state looks the other way

Illegal beer ads flood the internet, television, and public spaces, linking alcohol with relaxation, success, and sexual attraction. Although regulations have prohibited them for years, a report by the Consumer Forum reveals that law enforcement agencies are almost completely inactive. In 2024, dozens of reports of violations were filed, but none resulted in a conviction. Breweries benefit from this impunity, and society, especially young people, suffers the consequences.

In 2024, prosecutors received 32 reports of possible crimes involving illegal alcohol promotion and advertising . Of these, 11 proceedings were discontinued , 4 cases ended with a refusal to initiate proceedings , and the remaining 17 cases are still ongoing . As the report states, "none of these resulted in an indictment, let alone a conviction."

The situation is similar for reports submitted by public institutions. The National Center for Addiction Prevention filed 14 notifications in 2024, of which 10 resulted in proceedings being discontinued and one initiating proceedings being refused. The Office of Competition and Consumer Protection filed 6 notifications , but in three cases proceedings were also refused, one was discontinued, and only two are still ongoing.

The law prohibits, among other things, linking alcohol with sexual attractiveness, success in life, relaxation, recreation, sports, or driving, as well as targeting minors. The report indicates that "almost all statutory prohibitions regarding the subject matter and form of alcohol advertising were violated by advertisers."

The authors of the document cite specific campaign examples. In the EB brand ad, the protagonist hitchhikes to the beach, flirts with a woman, while the song "Sexbomb" plays in the background – the message simultaneously associates beer with car travel, sexual attraction, and relaxation. The Łomża ad, "Something Your Own," depicts a young man opening his own beer bar by a lake – the themes of success in life and relaxation violate at least two statutory prohibitions. Tyskie's Christmas ad, which features beer on the family table, also sparked controversy – however, the prosecutor's office declined to initiate proceedings despite the ad's obvious connection to leisure and relaxation. The report lists more similar examples, including campaigns for Lech and Desperados.

Marketing activities involving promotions and so-called "surrogate advertising"—that is, advertisements for non-alcoholic beers disguised as alcoholic—are also becoming a problem. The report's authors note the dynamic growth of this market segment. Over the past ten years, sales of non-alcoholic beer have increased tenfold , reaching PLN 1.72 billion in 2024 and a 7.5% share of the beer market .

Research cited in the report shows that younger age groups are most likely to consume "zero beer." The percentage of consumers in the 18-29 age group is 51% . Experts warn that this could lead to the normalization of drinking among young people and make it easier for producers to build brand loyalty even before they reach adulthood.

Although illegal advertising is punishable by high penalties – from PLN 10,000 to PLN 500,000 – and the possibility of having a license to sell alcohol revoked – in practice these regulations are not applied.

The Consumer Forum calls for a complete ban on public advertising and promotion of alcohol, including beer and 0.0% alcohol-free beverages. It also suggests clarifying regulations on promotions to include lotteries, giveaways, and other forms of indirect marketing, as well as strengthening controls over advertising on social media and at points of sale. According to the document's authors, only a comprehensive approach and effective enforcement of the law can limit the impact of aggressive alcohol marketing on society, especially on young people.