An electrokinetic (zeta) potential of charged permeable porous films on solid supports generally exceeds their surface potential, which often builds up to a quite high value itself. Recent work provided a quantitative understanding of zeta potentials of thick, compared to the extension of an inner electrostatic diffuse layer, porous films. Here, we consider porous coatings of a thickness comparable or smaller than that of the inner diffuse layer. Our theory, which is valid even when electrostatic potentials become quite high and accounts for a finite hydrodynamic permeability of the porous materials, provides a framework for interpreting the difference between values of surface and zeta potentials in various situations. Analytic approximations for the zeta potential in the experimentally relevant limits provide a simple explanation of transitions between different regimes of electro-osmotic flows, and also suggest strategies for its tuning in microfluidic applications.