That’s a very good point. Thanks for adding it.

There does seems to be a fairly obvious solution to this problem, however: We, the consumers, could simply stop buying, or reduce our consumption of, the expensive and heavily-advertised colas. I know, for example, that I can go to a local supermarket and buy that supermarket’s own-brand cola for a fraction of the price of Coke or Pepsi. To me, it tastes just as good, if not better, than the colas from the main brands.

And there are things governments can do to encourage this sort of change. They could, for example, have a higher rate of VAT or Sales Tax on sugary, carbonated drinks. This may then help to widen the gap between the with-tax prices of the heavily-advertised brands and the supermarket own-brand colas.

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