Subject and Keywords:
In the following paper a brief review of the current government regulations on the Polish pharmaceutical market will be provided. The Polish pharmaceutical market has its own features and peculiarities. This is the only market in the European Union where advertising of pharmacies is prohibited.Since January 1, 2012, by Article 94a of the Pharmaceutical Law Act issued May 12, 2011, it is forbidden to advertise pharmacies, pharmacy points, and their activities in Poland. In such a situation the role of direct-to-consumer advertising increases. The purpose of this study is to describe the existing situation in the Polish pharmaceutical market, to indicate the gaps and to highlight its controversial nature. A theoretical framework of direct-to-consumer advertisement and its benefits has been outlined in the paper to determine the impact of direct-to-consumer advertising. The methodological framework of the study is comprised of a legal practice and statutory regulations overview, as well as analytic reports from statistics databases.