First Reading of the Draft Act on Amendments to the Advertising Act and the Personal Data Protection Act (Bill 696 SE)
Session: 15th Riigikogu, Sixth Session, Plenary Sitting
Date: 2025-10-21 14:28
Participating Politicians:
Total Speeches: 71
Membership: 15
Agenda Duration: 1h 31m
AI Summaries: 71/71 Speeches (100.0%)
Analysis: Structured Analysis
Politicians Speaking Time
Politicians
Analysis
Summary
The Riigikogu debated the draft act (696 SE) initiated by the Government of the Republic, concerning amendments to the Advertising Act and the Personal Data Protection Act, during its first reading. The purpose of the draft act is to designate supervisory authorities in the Republic of Estonia (the Consumer Protection and Technical Regulatory Authority and the Data Protection Inspectorate) for the implementation of the directly applicable European Union Regulation on the transparency and targeting of political advertising (2024/900). Minister of Justice and Digital Affairs Liisa-Ly Pakosta emphasized in her presentation that Estonia had not supported the adoption of the regulation due to its lack of legal clarity, particularly regarding the definition of political advertising, but since the regulation entered into force on October 10, the designation of supervisory bodies is unavoidable. The Minister explained that the purpose of the draft act is to exempt the Police and Border Guard Board (PPA) from performing these duties, and stressed that a provision emphasizing discretionary power has been exceptionally added to the law to prevent the initiation of proceedings in cases of minor violations.
The debate was emotional and focused primarily on the absurd overregulation inherent in the regulation itself, the unclear definition of political advertising (citing the examples of pens and Christmas cards), and the disproportionately high fines (up to 20 million euros). Varro Vooglaid (EKRE) and Aivar Kokk (Isamaa) sharply criticized the European Union's interference and the lukewarm opposition shown by the Estonian government. The Economic Affairs Committee proposed concluding the first reading.
Decisions Made 3
The Economic Committee decided to appoint Marek Reinaas as the representative of the leading committee.
The Economic Committee decided to propose adding the draft bill to the agenda of the plenary session on October 21.
The Economic Committee decided to propose concluding the first reading (6 in favor, 2 against).
Most Active Speaker
Varro Vooglaid (EKRE, right-wing) was particularly active, leveling sharp criticism against the European Union's over-regulation and the unconstitutionality of the regulation, viewing this as an example of the loss of Estonian sovereignty. He also delivered a long and emotional speech on behalf of the faction.
Esimees Lauri Hussar
AI Summary
Chairman Lauri Hussar proceeded to the fourth item on the agenda, which was the first reading of the draft act amending the Advertising and Personal Data Protection Acts (696 SE), initiated by the Government of the Republic. He then invited Minister of Justice and Digital Affairs Liisa-Ly Pakosta to introduce the draft act before the Riigikogu.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta is introducing a draft bill that designates the Consumer Protection and Technical Regulatory Authority and the Data Protection Inspectorate as the authorities responsible in Estonia for implementing the directly applicable European Union regulation on the transparency of political advertising. She notes that while Estonia did not support the adoption of the regulation due to its lack of legal clarity, the general objective of transparency is supported. She stresses that supervision must be conducted with common sense and proportionality, allowing minor infringements to be left unaddressed.
Esimees Lauri Hussar
AI Summary
Chairman Lauri Hussar thanked the audience, noted that they had questions, and then handed the floor over to Peeter Ernits.
Peeter Ernits
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Peeter Ernits accuses the Reform Party of disseminating fraudulent election advertising, which cost over 100,000 euros and misrepresented the true support levels for both the Centre Party and the Reform Party. He argues that the fine imposed for the misinformation (20,000 euros) is ridiculously small compared to the total amount spent.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta emphasized that both the European Union regulation concerning political advertising and the current draft bill deal exclusively with the advertisement's transparency notice, and not with its content. Questions regarding the misleading nature of the content remain subject to submission by any citizen under the Advertising Act.
Esimees Lauri Hussar
AI Summary
Chairman Lauri Hussar noted to his colleague Peeter Ernits that by leaning too far away from the microphone, his questions were inaudible. He asked Ernits to be more careful in the future and then proceeded with the sitting, giving the floor to Helmen Kütt.
Helmen Kütt
Profiling Sotsiaaldemokraatliku Erakonna fraktsioonAI Summary
Helmen Kütt, referring to the minister’s comprehensive explanations regarding the definition of political advertising (including the ballpoint pen example), poses two specific questions: first, is a ballpoint pen bearing the name of a Riigikogu member considered political advertising, and second, will the institutions responsible for overseeing the bill receive the necessary additional resources for this, considering their previous complaints about continuous cuts and staff shortages.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta introduced the commission's guidelines for defining political advertising, emphasizing that the existence of a political message is decisive. For instance, a pen bearing only a name or logo is not considered political advertising, but it becomes political advertising if a specific message is added. She also expressed hope that compliance with the transparency requirements would occur voluntarily and would not create a significant administrative burden for the agency.
Esimees Lauri Hussar
AI Summary
Chairman Lauri Hussar offered his thanks and then gave the floor to Varro Vooglaid, inviting him to the podium.
Varro Vooglaid
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Varro Vooglaid deems the European Union's new draft law regulating the political process to be absurd overregulation, criticizing its massive regulatory behemoth, the vague definition of political advertising, the disproportionate penalties (up to 20 million euros), and demanding more serious attention be paid to the missing constitutional analysis.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta addressed questions related to the political advertising transparency regulation, stressing that oversight must remain within the bounds of proportionality and that proceedings should only be initiated in cases of very serious violations, specifically to prevent the use of illicit funds. However, she also voiced concern that the rising cost of advertising might restrict the access of smaller political actors to democratic processes, even though the overall objective—making the influencing of people more transparent—is supported, referencing the relevant European Union guidelines in this context.
Esimees Lauri Hussar
AI Summary
Chairman Lauri Hussar, Helmen Kütt was called to the rostrum.
Helmen Kütt
Profiling Sotsiaaldemokraatliku Erakonna fraktsioonAI Summary
Helmen Kütt stresses that she favors reducing bureaucracy and enhancing individual responsibility over increasing control. She asks the minister to clarify whether the principle applied in local council elections—where candidacy is presumed without verification for members of political parties who failed to submit a notification—also extends to electoral alliances.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
The Minister of Justice and Digital Affairs, Liisa-Ly Pakosta, confirmed that while there is complete consensus regarding oversight, it is crucial to stress that the political advertising regulation extends to absolutely all individuals and organizations who either participate in elections or seek to influence political and legislative processes.
Esimees Lauri Hussar
AI Summary
Chairman Lauri Hussar gave the floor to Peeter Ernits.
Peeter Ernits
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Peeter Ernits expressed concern over the difficulty of interpreting the explanatory memorandum, citing information received from ministry officials about the European Commission’s forthcoming additional guidelines. He is demanding clarification from the minister regarding when these new rules will be implemented and how, in practice, one should distinguish a political comment from political advertising, given that the current situation has become endlessly complex and ambiguous.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta clarifies that the official's earlier response to the Postimees Group likely referred to the regulation's implementation guide, which was only published on October 8th and is now finally available.
Esimees Lauri Hussar
AI Summary
Chairman Lauri Hussar gave a brief address before handing the floor over to the next speaker, Aivar Kokk.
Aivar Kokk
Profiling Isamaa fraktsioonAI Summary
Aivar Kokk sharply criticizes the late entry into force and the sheer absurdity of the new political advertising rules. He finds the requirements concerning pens and business cards especially ridiculous, and he is demanding clear guidelines from the government, asking ironically whether a pen needs to have a QR code identifying the commissioner. He concludes that Estonia shouldn't have to adopt all of the European Union's "nonsense."
Aseesimees Arvo Aller
AI Summary
Vice-Chairman Arvo Aller, with a brief procedural remark, yielded the floor to the next speaker, announcing that the time allotted to the latter had commenced.
Aivar Kokk
Profiling Isamaa fraktsioonAI Summary
Aivar Kokk expressed his conviction that the bill under discussion is so utterly incomprehensible and vague that not a single person is capable of understanding it.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller confined himself to just a brief word of thanks.
Aivar Kokk
Profiling Isamaa fraktsioonAI Summary
Aivar Kokk confirmed that he has no need to go looking elsewhere, as all the necessary answers or solutions are already available right here.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta is expressing concern regarding the lack of legal clarity in the European Union’s Political Advertising Regulation. Although Estonia did not support this regulation, it has entered into force and must now be implemented. She emphasized that while the goal of transparency is correct, the concept of political advertising itself remains unclear, which is why the submitted draft bill—which designates the supervisory authority—includes an exceptional appeal to avoid the excessive processing of minor violations.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller Varro Vooglaid was invited to speak, but the content of his address is not reflected in the given text.
Varro Vooglaid
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Varro Vooglaid argues that the regulation in question is unconstitutional because it permits the initiation of unjust proceedings based on vague actions, setting forth absurdly large sanctions of up to 20 million euros. These penalties are capable of completely ruining both private individuals and political parties, particularly given the lack of criteria for assessing the materiality of the violation.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta confirms that in drafting the bill, concerns regarding insufficient legal clarity and the new administrative burden were taken into account. Therefore, the explanatory memorandum emphasizes the principle of proportionality—that proceedings may only be initiated in cases of obvious malicious intent—and the bill unusually includes the possibility of not initiating misdemeanor proceedings at all, in order to avoid disproportionate "processing to death."
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller Aleksandr Tšaplõgin was called to the podium by name to begin his presentation.
Aleksandr Tšaplõgin
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Aleksandr Tšaplõgin addressed the minister to receive a clear answer to a previously submitted written question regarding whether the law currently under discussion allows for the restriction of political protest actions.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta confirmed briefly and categorically that, based on the referenced regulation and draft law, the mentioned possibility is completely non-existent.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller gave the floor to Evelin Poolamets.
Evelin Poolamets
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Evelin Poolamets expressed deep frustration and confusion in the Riigikogu concerning the bill under debate, which she assesses as contradictory, creating unnecessary bureaucracy (citing an example where detailed projects and site plans were required for installing election advertisements), and unreasonably extending liability across the entire advertising chain. Consequently, she considers it a very poor piece of legislation—a bill that is already being processed to death.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Justice and Digital Affairs Minister Liisa-Ly Pakosta stressed that the purpose of the current draft legislation is to transfer the supervision and control point duties established by the European Union regulation away from the Police and Border Guard Board (PPA)—which has more critical primary responsibilities—to the Consumer Protection and Technical Regulatory Authority and the Data Protection Inspectorate. These agencies are already competent in their respective areas, thereby helping to reduce bureaucracy and ensure a sensible division of tasks.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller gave the floor to Anti Poolamets.
Anti Poolamets
Profiling Eesti Konservatiivse Rahvaerakonna fraktsioonAI Summary
Anti Poolamets expresses deep concern over the imposition of federal regulations, which extend even to political posters, viewing this as a loss of sovereignty. He warns that such control creates a massive opportunity for censorship and a political instrument that could be abused even by the Minister’s ideological allies, while simultaneously accusing the Minister of being censorship-minded and supporting the regulation of hate speech.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta completely rejected the questioner's claims, emphasizing that she did not agree with a single point presented and that the whole thing was an absolute lie.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller and Aivar Kokk were called to the rostrum.
Aivar Kokk
Profiling Isamaa fraktsioonAI Summary
Aivar Kokk expresses concern over the ambiguity surrounding the interpretation of political symbols (such as the color of a pen) and the regulation of radio ad lengths. However, the main fear is the threat of a 20 million euro fine, which is forcing advertising firms to stop servicing political campaigns altogether, as the risk is far too great compared to the revenue generated by those campaigns.
Aseesimees Arvo Aller
AI Summary
Vice-Chairman Arvo Aller issued a brief and specific procedural cue, announcing that the allotted time for the next speaker had arrived.
Aivar Kokk
Profiling Isamaa fraktsioonAI Summary
Aivar Kokk raised the question of whether the implementation of a QR code containing detailed information on any item is a sufficient and automatic solution for eliminating all existing concerns.
Aseesimees Arvo Aller
AI Summary
Vice-Chairman Arvo Aller offered nothing but thanks in his brief address.
Aivar Kokk
Profiling Isamaa fraktsioonAI Summary
Aivar Kokk finished his thought, citing a Christmas card as an example and referring more broadly to all sorts of other things.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta emphasized that although Estonia did not support the European Union's political advertising regulation due to its onerous nature and legally ambiguous definition, it has now entered into force as directly applicable law. Therefore, the draft legislation currently before the Riigikogu (Parliament) focuses solely on designating the responsible part of the executive branch in order to streamline the work of the Police and Border Guard Board (PPA) in implementing the regulation in Estonia, and not on the content or labeling rules of political advertising itself.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller invited Aleksandr Tšaplõgin to the podium, giving him the floor to deliver a presentation or an address.
Aleksandr Tšaplõgin
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Aleksandr Tšaplõgin accuses the minister of inconsistency, pointing out that the minister has reversed his stance on whether political demonstrations calling for legislative changes can be classified as prohibited advertising under the European regulation, despite having previously confirmed this possibility in writing.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta highlighted that the question of prohibited advertising was left entirely unaddressed in the response provided.
Aseesimees Arvo Aller
AI Summary
Deputy Speaker Arvo Aller called Evelin Poolamets to the podium, thereby giving her the floor.
Evelin Poolamets
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Evelin Poolamets casts doubt on the rapporteur's repeated assertion that Estonia supposedly voted against the regulation in question, citing her own information, according to which Estonia actually remained neutral, and demands an immediate explanation as to whether this involves false data or a different regulation.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta clarified that Estonia did not vote against the regulation but remained neutral based on the mandate received from the Riigikogu (Parliament), a stance which, within the European Union mechanism, yields practically the same result as a vote against it. The reason for the neutrality was the fact that although the objectives were supported, they disagreed with the burdensome form of the regulation and the legal ambiguity surrounding the definition of political advertising, but remaining neutral allowed them to influence the processes until the very last moment.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller gave the floor to Anti Poolamets, inviting him to the podium.
Anti Poolamets
Profiling Eesti Konservatiivse Rahvaerakonna fraktsioonAI Summary
Anti Poolamets expresses deep concern that the lack of legal clarity and vague regulations create fertile ground for regulators within the executive branch to engage in political manipulation and harm opponents, citing the worrying attempt to shut down the radio show "Räägime asjast" as a prime example.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta is distancing herself from the cynical and negative scenarios presented by others, stressing that everyone reflects their own worldview, and affirms her faith in the common-sense ability of Estonia, as a rule of law state, to implement these matters, rejecting the repulsive constructions put forth by the opposition.
Aseesimees Arvo Aller
AI Summary
Vice-Chairman Arvo Aller concluded the question-and-answer session and handed the floor over to Marek Reinaas, Chairman of the Economic Affairs Committee, so he could begin his report on the discussion that took place in the lead committee.
Marek Reinaas
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Marek Reinaas provided an overview of the Economic Affairs Committee session, during which there was a lively discussion regarding the implementation of the European Commission's directly applicable regulation on political advertising, which is lacking in legal clarity. They concluded that the matter is complex and the question of responsibility (particularly concerning the distributors of the advertising) remains ambiguous. Nevertheless, they decided to support the draft bill that designates the Consumer Protection and Technical Regulatory Authority as the contact point, and to conclude the first reading of the bill.
Aseesimees Arvo Aller
AI Summary
Vice-Chairman Arvo Aller concluded the round of questions, opened the faction discussions, and first gave the floor to Varro Vooglaid, the representative of the Estonian Conservative People's Party faction.
Varro Vooglaid
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Varro Vooglaid sharply criticizes Estonia’s reluctant acceptance of the European Union’s Regulation on the transparency of political advertising, arguing that while the goal is noble, the method is flawed and violates the principle of the rule of law because the definition of political advertising remains ambiguous. He demands a fundamental shift in attitude, urging Estonia to vote against poor EU legislation rather than remaining neutral or reluctantly submitting. Furthermore, he calls for the restoration of national dignity by refusing to comply with decisions that contradict the foundational principles of the constitution.
Aseesimees Arvo Aller
AI Summary
Vice-Chairman Arvo Aller asked for three minutes of extra time for his presentation.
Varro Vooglaid
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Varro Vooglaid considers the regulation of political advertising vague and absurd, arguing that its extremely lengthy definition makes it impossible to distinguish advertising from, for example, a citizens' demonstration. He also sharply criticizes the disproportionately large fines, up to 20 million euros, arguing that they violate the constitution and grant officials excessive discretion when assessing the severity of violations, which is why moving forward with such processes should be halted.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller. Peeter Ernits thanked him for the floor and spoke as the authorized representative of the Estonian Centre Party faction.
Peeter Ernits
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Peeter Ernits sharply criticizes the European Union’s directly applicable, essentially unconstitutional regulation, which has created enormous ambiguity in defining political advertising and given officials an overly broad, potentially politically charged mandate that allows political parties to be ruined by disproportionate fines, while simultaneously noting that this is an unavoidable "take it or leave it" situation, the absurdity of which the entire hall understands.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller asked the speaker if they wished for additional time, and subsequently approved a three-minute extension.
Peeter Ernits
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Peeter Ernits expresses outrage over Estonia's "schizophrenic" situation within the European Union, where, despite the consensus prevailing in the chamber and the necessity of demanding accountability from political forces (such as the Reform Party) for false advertisements, nothing is dared to be done due to directly applicable regulations. This, in turn, demonstrates a lack of genuine independence and dignity and causes embarrassment among the debaters.
Aseesimees Arvo Aller
AI Summary
Deputy Speaker Arvo Aller introduced Aivar Kokk, who was given the floor as the representative of the Isamaa faction.
Aivar Kokk
Profiling Isamaa fraktsioonAI Summary
Aivar Kokk is criticizing the draft legislation concerning the transparency of political advertising, which is currently being handled by the Economic Affairs Committee. He is demanding clarity regarding the definition of a logo and questioning who should bear the costs of the mandatory informational message prescribed by the European Union—a message that, in the case of radio spots, could be longer than the advertisement itself. He stresses that these costs should not be imposed on candidates or political parties. Furthermore, he criticizes the overly casual adoption of EU regulations, which extend to absurd details, citing the example of 17-cent ballpoint pens, arguing that crucial decisions should instead remain within the purview of the Riigikogu.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller requested three additional minutes to continue his address.
Aivar Kokk
Profiling Isamaa fraktsioonAI Summary
Aivar Kokk emphasizes the necessity of standing firm against European Union regulations that are overly vague or nonsensical, and he urgently demands clarification from the Commission regarding the new draft proposal. This particularly concerns the financial definition of a "minor infringement" and the temporal applicability of the mandatory QR code requirement for campaign materials acquired previously, in order to prevent interpretation problems from arising during elections.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller concluded his brief address with words of thanks, and subsequently yielded the floor to the Minister, inviting him to speak.
Justiits- ja digiminister Liisa-Ly Pakosta
AI Summary
Minister of Justice and Digital Affairs Liisa-Ly Pakosta affirms the Riigikogu’s steadfast and unwavering commitment to the principle of the rule of law, emphasizing that the legislature’s intent is to prevent the processing of ambiguous actions. This sends a clear message to courts and officials: that no one should be "processed to death" (meaning subjected to endless proceedings), urging them to apply the law independently and make decisions themselves.
Aseesimees Arvo Aller
AI Summary
Deputy Chairman Arvo Aller gives the floor to Varro Vooglaid, who will deliver a quick, one-minute response speech.
Varro Vooglaid
Profiling Fraktsiooni mittekuuluvad Riigikogu liikmedAI Summary
Varro Vooglaid challenged Liisa Pakosta's slogans, emphasizing that the regulation concerning political advertising is completely out of touch with reality, as it penalizes actions with fines of up to 20 million euros, even though the definition of those actions remains unclear (for instance, whether a demonstration constitutes advertising). He concluded that the imposition of such a vague and punitive law at the insistence of the European Union is disgraceful and ignores the fundamental principles of the rule of law.
Aseesimees Arvo Aller
AI Summary
Deputy Speaker Arvo Aller briefly announced that the negotiations have concluded and today's session is thereby officially closed.