Curbing a sweet tooth

THIS WEEK'S TOPIC: Should high-sugar drinks be taxed, or banned outright? How might people be persuaded to cut their sugar intake?

Chris Riley Chief Executive Ogilvy Singapore

WE risk tackling increased sugar intake as a zero-sum game. Neither businesses or consumers win with an imposed tax. Attempts to ban certain drinks, advertisements we don't like, or to flood packaging labels with health warnings that often de-sensitise, will be ineffective. Singaporeans know about the frightening consequences of diabetes. Rather than "declare war", we need to shift the dialogue to personal choice and empowerment. Communications should remind us of our self-efficacy and that health is often within our control. This mindset shift, coupled with an environment that normalises healthy alternatives (for example, offering vegetables instead of rice), would set the course for sustainable behaviour change across society.