Reklama i promocja piwa w nowych mediach w świetle przepisów prawa polskiego
Advertising and promotion of beer in new media in the light of Polish law

Summary/Abstract: The purpose of this article is to examine how brewery brands portray their products on Facebook and Instagram, and whether their practices comply with current laws in Poland. The theoretical part presents selected legal issues in the field of advertising and promotion of alcoholic beverages. The empirical part uses the methodology of qualitative research. Firstly, a technique of media content analysis was used based on the use of categorization key. Next, a focus interview was conducted with 5 people of different age and gender on the associations that graphic identification of selected beer brands evokes in them. The combination of these 2 methods provided a better understanding of the given research problem. It was proved that brewery brands only partially follow the rules established by the Polish legal order regarding advertising and promotion on social media platforms.

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