UK cracks down on junk food ads while Estonia rejects strict rules
The UK has rolled out strict rules on advertising unhealthy foods to tackle childhood obesity. These include a daytime TV ban and round-the-clock online restrictions. Meanwhile, Estonian politicians have dismissed similar measures, calling them overly restrictive and ineffective.
The UK government’s new policies target high-fat, high-sugar, and high-salt products. Officials estimate the rules could prevent nearly 20,000 obesity-related cases in children. The approach combines broadcast limits with full online restrictions.
In Estonia, however, politicians remain sceptical. Former Minister Tanel Kiik (SDE) opposes bans, preferring to guide producers toward healthier options and educate consumers. Signe Riisalo (Reform), chair of the Riigikogu Social Affairs Committee, agrees that bans alone won’t change eating habits. Riina Solman (Isamaa), Tallinn’s deputy mayor for health, also doubts the effectiveness of ad restrictions.
Critics argue that such bans threaten economic freedom and media revenues. They see the measures as paternalistic, questioning whether they genuinely improve public health. Instead, Kiik and Riisalo stress the need for better consumer awareness. Solman adds that public spaces, journalism, and education could shape children’s food attitudes more effectively.
While the UK enforces strict advertising limits, Estonia’s leaders favour education and voluntary industry changes. They warn against state overreach and highlight alternative ways to address obesity. The debate reflects differing views on regulation and personal responsibility.
