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SEO in Poland: the electronic communications law, UOKiK's influencer rules and how to hire a Polish agency

How an international company should buy SEO and digital marketing in Poland, built on articles 398 and 399 of the Electronic Communications Law of 12 July 2024, the UOKiK President's recommendations on labelling influencer advertising, and StatCounter's Polish figures, read on 22 October 2026.

Published by AI Knows Us · Updated 22 October 2026

SEO in Poland is Polish-language Google SEO under Polish rules: marketing email, SMS and automated calls need the recipient's prior consent under article 398 of the Electronic Communications Law (Prawo komunikacji elektronicznej), cookies need clear information and consent under article 399, and paid influencer posts must be labelled clearly, as the competition and consumer authority UOKiK sets out in its recommendations. Google handles about 90% of Polish searches. Check that an agency builds these rules in before you compare offers, and keep every Google, Meta and analytics account in your company's name.

The Polish market in numbers

StatCounter's figures for September 2026 put Google at 89.56% of searches in Poland, Bing at 7.38%, Yandex at 1.44%, DuckDuckGo at 0.79% and Yahoo at 0.51%. Bing is large enough to check a Polish site in Bing Webmaster Tools as well as Google Search Console.

On social media, StatCounter's referral figures show Facebook sending 76.81% of the social visits to websites in Poland, YouTube 7.69%, Instagram 5.56%, X (Twitter) 4.30%, Pinterest 2.41% and Reddit 2.31%.

Email, SMS and calls: article 398

Article 398 of the Electronic Communications Law of 12 July 2024 forbids using automated calling systems and telecommunications terminal equipment, in particular interpersonal communication services, to send commercial information, including direct marketing, to a subscriber or end user unless that person consented beforehand. Consent can be given by the person providing an electronic address that identifies them, for the purpose of receiving commercial information at that address. The same article says a breach is an act of unfair competition under the 1993 law on combating unfair competition. In practice, that covers marketing email, SMS and messaging apps as well as automated calls, so every list needs a consent record behind it.

Cookies: article 399

Article 399 allows storing information on a user's device, or reading it, only if the user was first told clearly, simply and understandably about the purpose, and about how to set conditions through browser or service settings, and then consented. Consent may also be given through browser or service settings. Storage needed to transmit a message, or necessary to provide a service the user asked for, is exempt. Ad and most analytics tags therefore wait for consent, and the agency's measurement plan has to work for visitors who say no.

Influencer advertising: UOKiK's recommendations

UOKiK, the Office of Competition and Consumer Protection, published recommendations on labelling advertising by influencers, prepared with IAB Polska, SAR, the Advertising Council (Rada Reklamy) and two universities. Its guidance says:

  • Labelling is everyone's duty. Clear, unambiguous and understandable labelling of advertising is the obligation of influencers, advertising agencies and advertisers.
  • When to label. A post must be labelled as advertising whenever the influencer gets a material benefit for it and it promotes a product or service. A product received as payment counts, and barter is a form of commercial cooperation.
  • Two-level labelling. Use the platform's own commercial content tool where there is one, and also label the material yourself, for example in the post description.
  • Name the brand and make it readable. Say which brand is being promoted, use terms that are unambiguous to every viewer, and check that font size and background do not make the label hard to read.

UOKiK also explains that a brand's own shop profile, clearly named as the shop's, does not need each post labelled, but a brand profile run like an influencer's account can mislead and should be marked more clearly. Put the label wording and the review step into every creator contract you sign in Poland.

Choosing an SEO agency in Poland

ServiceWhat to ask for in writing
SEOPages to be written or fixed each month, in Polish, with Search Console in your name
Local SEOThe Business Profile owned by you, with real address, hours and photos
Google Ads and Meta AdsAccounts in your name, ads and landing pages written in Polish, spend separate from the fee
InfluencersTwo-level labelling on every paid or barter post, the brand named, and a record of what each creator received
Email and SMSConsent records under article 398 for every address and number

Polish agencies price by monthly retainer, fixed project or a fee tied to results. Compare offers on hours, named people, pages produced, reports and exclusions, and read how any results-based fee is measured. Refuse any offer that promises a position: Google's own guidance says "No one can guarantee a #1 ranking on Google." If your team reads Polish, our guides to choosing an SEO agency and reading a pay-for-results offer and to what SEO costs and how to check whether it works cover the Polish market in detail.

Warsaw, Krakow and the regions

Polish pages need native Polish writers. Polish grammar changes word endings, so a buyer's search terms come in several forms; start from Polish keyword research rather than a translation. For a local business in Warsaw, Krakow, Wroclaw, Poznan or Gdansk, own your Google Business Profile, use the real address and opening hours, and build an honest page for each city or district you serve. Our Polish guide to local SEO and how Google orders businesses on the map lists what you can fix yourself.

Questions about SEO and marketing in Poland

Can we send marketing email to Polish business contacts without consent?

Article 398 requires prior consent from the subscriber or end user before commercial information is sent by electronic means. Collect and record consent before you email.

Does a barter deal with an influencer need an ad label in Poland?

Yes. UOKiK treats products or services received as payment as a material benefit, so the post must be labelled as advertising.

Can cookie consent come from browser settings in Poland?

Article 399 allows consent through the settings of the browser or the service, after the user has been informed clearly about the purpose.

How should we read a pay-for-results SEO offer?

Read exactly which phrases are tracked, how positions are measured and what you pay if the work changes.

When can we judge whether our SEO agency is delivering?

Read Search Console for impressions, positions and indexed pages, the Business Profile performance report for calls and directions, and your own count of enquiries by page. The outcome depends on competition, your offer and your budget.

What a Polish buyer hears from ChatGPT

StatCounter's September 2026 chatbot figures for Poland give ChatGPT 80.63% of use and Gemini 14.20%. When a marketing manager in Warsaw asks one of them for the best SEO agency in Poland, it answers in Polish with a few names drawn from Polish directories, trade press, award lists and agency sites. That list is chosen differently from Google's results. Our Polish guide to how ChatGPT and Google choose their sources explains the mechanics. AI Knows Us measures it for a business, asking its buyers' questions on ChatGPT, Gemini, Perplexity, Claude and Google AI Overviews and showing which firms are named and which sources each answer uses.

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