In recent months, both the central UK Government at Westminster, and the Scottish Government have released strategic plans for addressing obesity. In both cases, among the measures being considered is a ban on multi-buy discounts for unhealthy foods and drinks, such as confectionery, crisps, cakes and sugary sodas. This would outlaw price promotions that offer a discount for purchasing a larger quantity of the product – for example, ‘buy one, get one free’, or ‘2 for £3’. Promotions of this sort have been illegal for alcohol in Scotland (though not England) since 2011.
Critics of these plans see them as “draconian” government interference with private individuals’ freedom to make their own choices regarding what to eat and drink. Indeed, on the face of it, policies like the multi-buy discount ban look like a clear example of paternalism, infringing John Stuart Mill’s famous harm principle: