Shrinking Advertising Space: New Content, Placement And Market Restrictions In Hungary

• Published date: 12 July 2026
• Subject Matter: Corporate/Commercial Law, Government, Public Sector, Media, Telecoms, IT, Entertainment, Compliance, Constitutional & Administrative Law, Advertising, Marketing & Branding
• Law Firm: Global Advertising Lawyers Alliance (GALA)
• Author: Dr. Anikó Keller (Szecskay Attorneys At Law) and Bal'zs Csala (Szecskay Attorneys at Law)

The new regulation entering into force in October 2026 will impose stricter content and timing restrictions on political advertisements, narrow the scope for using outdoor advertising surfaces, and strengthen the regulatory role of local municipalities.

On 23 June 2026, the Hungarian Parliament adopted Act XX of 2026 on the suppression of political advertisements capable of inciting hatred, ensuring the compatibility of commercial advertisements with the townscape, and amending certain rules on investments. The provisions affecting political and outdoor advertising will enter into force on 1 October 2026, while one of the key deadlines for complying with the new requirements is 31 December 2026.

What may be published?

The Act distinguishes between political advertisements, political advertising messages and political posters, and imposes strict content restrictions on them. Content that violates human dignity or the dignity of any national, ethnic, racial or religious community is prohibited, as is the communication of...