Poland is one of the stricter European countries for cold email. Since 10 November 2024, the Electronic Communications Law (Prawo komunikacji elektronicznej, PKE) governs unsolicited commercial communications, replacing the earlier rules in the Act on Providing Services by Electronic Means. This is general information, not legal advice.

The key rule

Sending unsolicited commercial information by email generally requires the recipient's prior consent, and this applies to business recipients too, not just consumers. So a typical cold sales email to a Polish company contact is risky without consent.

GDPR still applies

Even with consent for the communication, you need a GDPR-compliant basis for processing personal data, transparency about the source of the data, and respect for objection and erasure rights.

Compliant ways to reach Polish prospects

  • Ask for consent first through a non-commercial channel where permitted, e.g. a neutral connection request on LinkedIn followed by asking whether you may send information.
  • Inbound: content, webinars and lead magnets that collect explicit consent.
  • Events and introductions where contacts agree to follow-up.
  • Phone: also subject to consent rules for direct marketing under the PKE; check carefully.

Practical checklist

  1. Record when and how consent was given
  2. Make consent specific to email marketing
  3. Provide clear opt-out in every message
  4. Keep data sources documented for GDPR transparency
  5. Get Polish legal advice for any outbound program

Broader context: GDPR legitimate interest vs consent.

For markets where cold email is open (like US and UK corporate contacts), run personal outreach from one account.

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Frequently asked questions

Is B2B cold email legal in Poland?

Unsolicited commercial email generally requires prior consent in Poland, including to business recipients, under the Electronic Communications Law in force since November 2024.

What replaced the old Polish rules on commercial email?

The Electronic Communications Law (PKE), effective 10 November 2024, took over the rules previously in the Act on Providing Services by Electronic Means.