Grammar that breaks templates
Polish and Czech have seven grammatical cases, so a product name or a customer's first name changes form depending on its role in the sentence, including a separate form for addressing someone directly. Plurals change with the number: Polish and Czech use one form for two to four items and another for five or more. Hungarian adds suffixes rather than prepositions, follows vowel harmony and puts the family name first. A dynamic template that drops a name and a number into an English-shaped sentence produces errors in every one of these languages. Build templates with native linguists, write full-sentence variants for each grammatical case and number range, and test them with real names, prices and quantities before anything is generated at scale.
Diacritics, scripts and fonts
The region's languages rely on characters that fonts and generators handle badly. Polish needs ą, ę, ł and ż; Czech ř, ě and ů; Hungarian ő and ű with a double acute accent, which careless systems swap for õ and û. Romanian ș and ț take a comma below, not the cedilla that appears in many fonts, and Romanian readers notice the difference. Bulgarian is written in Cyrillic, and Serbian uses both Cyrillic and Latin. Check that brand typefaces cover every glyph before the campaign, not after the first proof. Image models still mangle accented text inside pictures, so generate images clean and set all copy as live type, where a native proofreader can check it.
Regulators and local rules
EU law applies, but enforcement is national and often active. Poland's act on AI systems took effect in August 2026 and creates a national AI supervisory commission. UOKiK, the consumer and competition authority, has published recommendations on labelling influencer marketing, and UODO handles data protection. In Czechia, the Czech Trade Inspection Authority enforces consumer law and the Rada pro reklamu handles ad complaints. Hungary's competition authority, the GVH, is active on influencer and online marketing. A 2021 Hungarian law restricts content shown to minors that depicts homosexuality or gender change, including advertising; in April 2026 the EU Court of Justice ruled that it breaches EU law. Romania's ANPC enforces consumer law, alongside the Romanian Advertising Council. Treat each market's rules separately.
Local champions set the bar
Regional retail is shaped by local leaders: Allegro dominates online shopping in Poland, eMAG in Romania with operations in Hungary and Bulgaria, and Alza in Czechia, where Seznam still competes in search. These platforms have their own image and listing rules, and their production standards shape what shoppers expect. Local brands often understand the region's humour, history and price sensitivity better than global ones, so a campaign built for Western Europe and translated late can feel distant. Budget for native creative input in the biggest markets, and use generation to make the long tail of smaller languages affordable rather than to skip local judgement in the large ones.
Updated 25 September 2026 · General information, not legal advice. Rules change, so check the current text with your legal team before relying on it.