A Foreign Brand Entering the Polish Market with Creators: Localisation, Ad Labelling, Contract and Language

A foreign brand entering the Polish market with creators usually arrives with a campaign from another country: an English brief, a contract template from headquarters and a list of hashtags. Copying that package one to one rarely works. Polish audiences expect Polish, UOKiK (the Polish consumer protection authority) has its own recommendations on labelling ads, and the Polish Language Act covers part of the product information. Below we explain what to localise, how to label content, what to put in the contract and how to run the collaboration when the brand and the creator speak different languages.

Localisation is more than translating the brief

A creator does not read out the brand's message; they translate it into the way they talk to their own viewers. If the brief is a literal translation from English, the content will carry calques: "game changer", "must-have" and slogans that sound artificial in Polish or mean nothing at all. It is better to give the creator the meaning of the message and freedom of wording than a ready-made script.

Before launch, check a few things that often surface only after publication:

• Name and slogan. Whether the product name or campaign slogan has an unintended meaning in Polish and whether it can be pronounced.
• Price and availability. Whether the product can be bought in Poland, in złoty, with delivery to Poland. A video that leads to a shop without Polish shipping will mostly generate questions in the comments.
• Landing page. Whether the creator's link goes to a Polish version of the site, with Polish terms and a Polish product description.
• Customer service. Who will answer, in Polish, the viewers' questions that reach the brand rather than the creator.
• Season and context. Polish holidays, sale periods and topics that are sensitive in Poland in a given week.

Write the brief in Polish from the start or have it edited by someone who knows the Polish market. We cover what a good brief should contain in our article on how to write a brief for a creator.

The Polish language: what the law says

The Polish Language Act requires Polish to be used in consumer trade in Poland. Under Article 7a of the Act, this applies in particular to the names of goods and services, offers, warranty terms, invoices, user instructions and information about the properties of goods and services, and the obligation to use Polish in information about the properties of goods and services also covers advertising. Foreign-language descriptions and offers must at the same time have a Polish version.

In practice, the product information a creator gives in an ad, as well as the product page and offer the link leads to, should be in Polish. The biggest risk is a situation in which how the product works, its ingredients or the promotion terms are available only in a foreign language. Have a lawyer familiar with Polish law review specific materials.

Labelling ads according to UOKiK

In its influencer marketing materials, UOKiK states that clear labelling of advertising is the responsibility of influencers, advertising agencies and advertisers. A foreign brand therefore cannot assume it is only the creator's business.

For a brand from another country, the key issue is the language of the label. The UOKiK President's Recommendations consider a label clear if it is placed visibly, for example at the start of the description or recording, and is in Polish if the profile is run in Polish. Among labels it does not recommend, UOKiK lists those in a language other than Polish, such as #advertisement or #collaboration, and abbreviations such as #ad, #spons or #promo. Recommended wording includes #reklama, #materiałreklamowy, "Płatna współpraca z marką XYZ" (paid partnership with brand XYZ) or "Reklama marki XYZ" (advertisement for brand XYZ).

If headquarters has a global "always #ad" rule, it has to change for Poland. Specify in the brief and the contract which label must appear, where and in what language, and check the first pieces of content before publication. Labelling applies not only to paid posts but also to content made in exchange for a product or other benefit when it aims to advertise a product.

The contract with a Polish creator

In a market-entry campaign, the creator contract is the most common source of misunderstanding, because the headquarters template is often written for a different legal system and a different market. A few points are worth settling explicitly:

• Parties and billing. Whether the creator runs a business and issues an invoice, or you settle in another way. This determines the documents and tax obligations on both sides; agree them with a tax adviser.
• Governing law and contract language. In contracts between businesses in the EU, the parties can choose the governing law, as provided by Article 3 of the Rome I Regulation. An English contract is possible, but the creator has to understand it. A bilingual version that states which language prevails limits disputes over wording.
• Scope and deadlines. Number and format of deliverables, deadlines, number of revision rounds, who approves the content and how quickly.
• Ad labelling. The specific Polish label and the obligation to use it.
• Rights to the content. Whether the brand may use the video in paid ads, on its website or in other countries, in which fields of use and for how long.
• Exclusivity. Whether, and for how long, the creator may not promote competitors, in which category and in which territory.
• Payment. Currency, deadline, and who bears the cost of currency conversion and international transfer.

Content rights are especially easy to overlook in international campaigns: a video made for the Polish market often ends up in ads in other countries. We cover this in more detail in our article on copyright to an influencer's reel. This is not legal advice; have a lawyer review the contract for your specific campaign.

Communication when the brand and the creator speak different languages

A foreign brand's team often does not speak Polish, and not every creator writes comfortably in English. Agree at the outset which language you will correspond in and who on the brand side understands Polish well enough to assess the finished content. Approving a video nobody on the team understands is approving it blind: you do not know whether the right product information was given, whether the label is there or whether the creator said something that contradicts the brief.

A simple procedure helps: the creator attaches a Polish transcript to the content, and someone at the brand, the agency or an external editor checks it for product facts, labelling and brief compliance. Give feedback in Polish and be specific, pointing to the moment in the recording.

How to start: a small pilot in the Polish market

The first campaign in a new country should mainly test whether the message reaches Polish audiences at all. Instead of hiring a large creator straight away, start with a few creators with a matching audience, one product available in Poland and clear evaluation criteria written down before launch. After the pilot it is easier to decide whether to scale up or first fix the website, the offer or the message.

For the pilot, pick creators from your product category — the catalogue of influencers in Poland groups them by niche and city.

How Blogger Bank helps a brand enter the Polish market

On Blogger Bank you publish a job with a description and budget, and creators apply themselves. As of 14 October 2026 the database included 8,071 creators from Poland, so a foreign brand can start working with Polish creators without building its own network of contacts. You see the statistics of connected profiles with each application, and you can write the job in Polish to reach creators in their own language.

The fee is held until the content is approved – this is secured payment. The commission is 5% on the brand side and 5% on the creator side. This applies only to paid tasks — barter is currently commission-free for both sides (as of 22.10.2026). Create a brand account and publish your first job.