Agenda Profile: Aivar Kokk
First Reading of the Draft Act on Amendments to the Advertising Act and the Personal Data Protection Act (Bill 696 SE)
2025-10-21
15th Riigikogu, Sixth Session, Plenary Sitting
Political Position
The political position is sharply critical of the transposition of the European Union's advertising law regulation, particularly concerning the regulation of small items (pens, Christmas cards), which is deemed "absurd" and impractical. Transparency regarding large media campaigns is supported, but clarity is demanded concerning who bears the costs and how the law is interpreted. The speaker emphasizes the necessity of resisting the "rubbish" and unreasonable demands emanating from Brussels.
8 Speeches Analyzed
Topic Expertise
The speaker demonstrates expertise in the practical details of election campaigns, focusing on advertising costs, measuring the duration of radio spots, and the risk assessment conducted by media companies. They use specific examples (a ballpoint pen costing 17 cents, radio ad lengths of 15 versus 22 seconds) and demand clarity regarding legal definitions, such as logo patenting and minor infringement.
8 Speeches Analyzed
Rhetorical Style
The rhetorical style is direct and occasionally emotional, employing vernacular expressions ("jura," "jabur") and stressing the limits of common sense. The speaker demands practical solutions (e.g., creating pictures and diagrams) and balances the criticism by refraining from personally blaming the minister, even expressing sympathy for him.
8 Speeches Analyzed
Activity Patterns
The pattern of activity is centered on the debates in the Riigikogu chamber during the first reading of the bill, where questions are repeatedly raised and amendments to the bill are demanded. This points to previous long-term political involvement (15 years running in Riigikogu elections) and a personal connection to media entrepreneurship (owner of the publication).
8 Speeches Analyzed
Opposition Stance
The primary objection focuses on the over-regulation and sheer unreasonableness of European Union directives, demanding that Estonia "stand up for itself" and, if necessary, file a protest with the European Court of Justice. Criticism is also leveled at the lack of clarity in the legislation, which exposes advertising firms to an excessively high risk of fines (20 million euros) and general uncertainty.
8 Speeches Analyzed
Collaboration Style
The style of cooperation is pragmatic and constructive, though critical; the minister himself has personally been spared the accusations. He asks the Economic Affairs Committee to work more thoroughly on the draft bill in order to clarify the ambiguous points, demonstrating a willingness for procedural cooperation in making amendments.
8 Speeches Analyzed
Regional Focus
The focus is primarily on national legislation and international (European Union) regulations. Regional focus is minimal, mentioning only the Jõgeva municipality as a brief, anecdotal example of violating election rules.
8 Speeches Analyzed
Economic Views
Economic perspectives emphasize the cost-effectiveness of regulations and express concern over rising campaign expenditures, particularly regarding radio advertising, where candidates are required not to pay for mandatory public service announcements. It warns that substantial fines could deter advertising agencies from taking on political clients, thereby restricting market competition.
8 Speeches Analyzed
Social Issues
Not enough data
8 Speeches Analyzed
Legislative Focus
The legislative focus is currently directed at the draft amendment (Bill 696 SE) to the Advertising Act and the Personal Data Protection Act. The speaker is a critical opponent of the bill's specifics, demanding additional work from the Economic Affairs Committee to clarify the definitions of logos, the scope of fines, and the principles governing the bearing of advertising costs.
8 Speeches Analyzed