The Polish Office of Competition and Consumer Protection has launched an investigation into Dawid Swakowski, known as Żurnalista, to determine if his podcast episodes constitute undisclosed commercial advertisements.
UOKiK Intervenes in Podcast Funding
Tomasz Chróstny, President of the Office of Competition and Consumer Protection (UOKiK), confirmed that the agency has officially demanded information from Dawid Swakowski regarding the financial mechanisms behind his podcasts. The regulator seeks to verify how specific episodes are funded.
End of the “Grey Zone” in Social Media
The agency is cracking down on hidden advertising, enforcing guidelines established in 2022 to ensure a clear distinction between paid marketing and objective content. Under current law, audiences must be explicitly informed if the material they are consuming is the result of a financial transaction.
UOKiK is currently monitoring podcasts for undeclared sponsored content. Chróstny noted that the office expects Swakowski to provide data on which episodes were funded by guests or their promoters and how this was disclosed to listeners.
Commercial Pricing and Financial Risks
Speculation regarding the commercialization of Żurnalista’s interviews has persisted for years, with reports dating back to 2022 suggesting fees for studio appearances. While Swakowski acknowledged this spring that some of his conversations are commercial, he maintained that this does not compromise the integrity of his shows.
Recent interviews, including one with Polsat program director Edward Miszczak, have sparked online debate regarding the nature of the editorial process. If the investigation confirms irregularities, Swakowski faces a potential fine of up to 10 percent of his annual turnover.