Should we use regulation to demand improved public health outcomes from industry? Yes.

1200 BMJ | 22 noveMBer 2008 | voluMe 337 Businesses might decide to use the methods described earlier to achieve their harm reduction goals. But they might use other means instead. Perhaps car companies will install breathalysers in all new vehicles. Tobacco companies might choose to subsidise smoking cessation programmes or simply raise the price of cigarettes. Junk food companies may embark on campaigns to assure that preschools provide healthy food and vigorous exercise for 3 and 4 year olds. They are also likely to invent new interventions that are currently undreamt of.