The tax should be ring fenced by originating sector: Food & Drink businesses taxation goes to the NHS. Fashion and Glamour to Teaching. You see what I mean.

Old principle: The polluter pays. This time these companies are polluting society’s consumers.

‘Drink moderately’, ‘As Part of a balanced diet’, ‘Gamble responsibly’ but in the mean time we will remind you every day of how our products will make you feel good right away. The advertising industry pays itself huge amounts of money to create Brand positioning and filmic adverts to ensure our loyalty. There are huge sums of money available to celebrities to endorse these brands. Do we really want the mostly per minute costly TV to be selling us branded Sugar / Fat / Alcohol?