The amendment, passed on 4 March 2011, preserves the recently introduced prohibition of product placement in the media, but allows exceptions for movies, television series as well as sport and entertainment programs. The product can also be used as awards or props provided by the producers free of charge. The prohibition is maintained for the children shows. The productions containing product placement must be labeled as such and the products cannot influence the content of the productions.

The amendment also addresses advertising laws in the media. Feature films can be interrupted with an add break every 45 minutes, and other programs every 20 minutes on television and every 10 minutes on the radio. News services and magazines, programs with religious content, journalistic and documentary programs shorter then 30 minutes as well as children's programs cannot be interrupted with advertising. There is still a ban on advertising breaks on public television and radio.

The new media bill introduces a new law concerning short coverage, to avoid the monopolization of socially significant events. The broadcaster holding the rights to an event will have to allow other broadcaster coverage not shorter then 90 seconds. This will resolve the issue of big sports events and entertainment events such as the Oscars or Grammy galas broadcast only on cable providers in Poland.