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It will reduce consumption if you tax them high enough (although to what degree I agree is debatable) and to be fair if this does not reduce consumption at least you have some extra money to pay for the extra health costs ingesting these items regularly will bring. Practically speaking you would at least have to charge enough tax to cover any increased administrative costs of collecting the tax so that would give a starting point. With cigarettes higher prices do put new younger smokers off and increase the likelihood of giving up; though many existing smokers just go on to tobacco pouches instead and roll their own first. Interestingly (only to me perhaps) tax on cigarettes is a straight charge so it you go for a cheaper brand to save money your paying proportionally more tax to the States on the product price. I think people are price sensitive to drink prices too. I believe many people now drink at home instead of bars because of this. Iceland is an interesting case. I will think more on it. Would you say many people do their sole shop there or go to grab good value basics? Bit of both? I have heard that there is a relationship between those with lower incomes and poor well-being (so more likely to be overweight on a theoretical basis). General rule of thumb if your shopping in Iceland for most of your groceries you are more price conscious so it could shift consumption in that demographic to a higher degree as they are more sensitive to price changes. I think in the UK the median cost of healthcare is £100,000 a person. The average person however is £40,000. So people with serious health problems push it up. Most people incur the largest proportion of their healthcare costs in the last two years of their lives. If they live longer you will have extra pension costs but until the time comes close if they are healthy this cost is generally lower. I think people just imagine the healthy living longer but medical advancements mean the unhealthy are living longer too. Its preferable that they are healthy instead. Yes people will live longer and that will be a good thing. The goal is to increase well being in society. It's hard to raise money from elsewhere to maintain current levels of service provision due to needing a competitive tax structure and GST being unpopular. (I definitely don't want it). I still think this tax is the right way to go.