ABSTRACT
In Estonia, the key decisions concerning media accountability were made in the 1990s: First, a press council was established in 1991, then a code of ethics was adopted in 1997, and an ombudsperson institution for the public broadcasting was established in 2007. Since then, there has not been any improvement – the accountability system has not been adapted to the challenges of digitalization and the internet, and even the code of ethics has not been amended accordingly. However, Estonia has steadily occupied high positions in the global press freedom rankings, which evidences that the general political environment is favorable for media freedom. Estonian journalists are cynical about self-regulation practices, but they still seem to believe in the potential impact of traditional media accountability instruments on media performance.
