Finnish Ministry Bans Mention of Dietary Guidelines in Health Campaign

A peculiar situation has arisen in Finland where the Ministry of Social Affairs and Health (STM) has imposed a ban on referencing official dietary recommendations within its own public health campaign, "You Decide." This campaign is designed to promote healthy eating habits among the Finnish population, yet the exclusion of the very guidelines it should be promoting has baffled participants and observers alike. The move has sparked questions about the underlying motivations, with some involved suggesting political reasons may be at play.

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It was very strange. We wondered about it together, and I finally decided to inquire with the ministry why recommendations are not mentioned at all.

Aliisa Hyvönen, Executive Director of the Food Education Association Ruokakasvatusyhdistys Ruukku ry, one of the organizations involved, described the situation as "very strange." Upon inquiring about the omission, she received a response from an STM specialist stating that direct reference to the dietary recommendations was not permitted for the campaign. This lack of clear explanation from the ministry has fueled speculation and concern among those who believe transparency and evidence-based information are crucial for public health initiatives.

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Regarding the campaign, it has been decided that unfortunately, we cannot directly refer to the dietary recommendations, which is why it is not directly referenced on the site.

From a Finnish perspective, this decision is particularly puzzling given the country's long-standing tradition of providing national dietary guidelines, established by the Council for State Nutrition since the 1950s. The latest recommendations, updated in 2024, include advice on reducing meat consumption and increasing intake of vegetables and whole grains, based on health grounds. The STM's decision to sideline these recommendations in a campaign ostensibly about healthy eating raises questions about the government's commitment to its own public health messaging and the potential influence of external factors, possibly related to the food industry or political sensitivities surrounding dietary advice. The Helsingin Sanomat report highlights the disconnect between the campaign's stated goals and its operational constraints, leaving many to wonder about the true objectives behind "You Decide."

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It was funny that in an information campaign, we were not allowed to talk directly about the recommendations.