Objectives:
The aim of the study is to define within the de lege ferenda postulates the direction and nature of possible changes in the prohibition of pharmacy advertising. An analysis of the law in force is used as the basic research method. It has allowed a review of current legal regulations concerning pharmacy advertising. The paper also uses the case-work method, thus allowing reference to and investigation of specific cases addressing pharmacy advertising.

Material and methods:
The method of the analysis of the law in force is used as the basic research method. The presentation of the main research problem and the main objective determined the choice of the research method based on a logical-linguistic analysis.

Results:
The paper offers a conclusion that changes in the absolute ban on pharmacy advertising must be introduced. The findings reveal, first, the need to introduce the definition of the concept of pharmacy advertising into the normative act, and secondly, the need to make comprehensive changes in implementing the possibility to advertise pharmacies, subject to necessary restrictions.

Conclusions:
Advertising as one of the basic marketing tools is an important element of the free market economy, based primarily on equal access to the market. The categorical prohibition of pharmacy advertising is contrary to allowing the advertising of medicinal products, which may constitute a manifestation of unequal treatment of pharmacy operators against marketing authorization holders. Moreover, advertising, apart from its persuasive character, is very often an important source of information for the recipient, which in the case of pharmacy advertising may be significant in terms of services and products provided and offered by them, respectively, that are not medicinal products.