Abstract

On the basis of selected examples, the article presents the problem of diverse regulatory approaches to the media market in Poland, taking into account the development and technological transformation of both the distribution of media content itself, as well as commercialisation models and how they are used by end consumers. The analysis of issues related to, among others: regulatory requirements for the creation of radio, television, VOD services, platforms allowing for sharing audio-visual content; duties to pay fees and royalties; and restrictions on the content presented, including advertising, product placement and sponsorship, leads to the conclusion that the regulations in force in Poland do not correspond with the development of technology in the media market and often lead to artificial and even unconstitutional differentiation of the legal situation of entities operating in this sector. Due to the limitations on the volume of the text, the article merely highlights selected legal aspects.