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Steven Heller on Soda Ban Protest Posters

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The Sweet Spot for Protest

by Steven Heller on July 24, 2012

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Dissent is one of American's most dearly valued constitutional rights. And protest is one of the most common spectator
sports. The latest protest to make its mark in New York City is aimed at Mayor Michael Bloomberg's fight against
sugar-laced drinksthe kind that foster obesity when regularly consumed. The city's health committee hearing to
approve or reject Bloomberg's ban on large sodas is convened today.

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The New York Times writes:

The proposed ban would affect virtually the entire menu of popular sugary drinks found in delis, fast-food
franchises and even sports arenas, from energy drinks to pre-sweetened iced teas. The sale of any cup or
bottle of sweetened drink larger than 16 fluid ounces about the size of a medium coffee, and smaller
than a common soda bottle would be prohibited under the first-in-the-nation plan, which could take
effect as soon as next March.
The measure would not apply to diet sodas, fruit juices, dairy-based drinks like milkshakes, or alcoholic
beverages; it would not extend to beverages sold in grocery stores or convenience stores.
Bloomberg has taken the big gulp. He wants to curtail the right of retailers to sell, and consumers to buy, sugar-laden
drinks. So to counter this, New Yorkers for Beverage Choices, made up of individuals, businesses, and community
organizations, has taken to the streets and airwaves. "We believe New York City residents and visitors should have the
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right to buy beverages in any size they choose," they say. Of course, the bigger the drink, the more is spent. What's
more, sugar begets sugar, which begets fat.
Their campaign poster (above) makes it seem that an unalterable human rightthe right to drink from bottles and cups
over 16 ounces is being usurped by a meddling government. But what's to stop someone from buying three 8-ounce
bottles (or other mathematical combinations)? The organization says, "If this now, what next?" Perhaps a ban against all
foods that will cause harm? Civil liberties notwithstanding, has anyone really objected to the "sell by" labels on
perishable foods and drinks? Or the restriction that minors cannot purchase alcohol? This is a nation of many dos and
lots of donts, some of which make perfect sense.
.
For more Steven Heller, check out the book Design Literacyone of the many Heller titles available at
MyDesignShop.com.
Tagged as: Beverage ban, Daily Heller, Steven Heller

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{ 7 comments read them below or add one }

Neal Haussel July 24, 2012 at 11:21 am
Yup, Im all about freedom of choicewhether were talking about super-sized sugary drinks or healthcare! As
long as were all free to choose what we eat and drink, we should comensurately be able to opt out of the
healthcare package that subsidizes unhealthy life style choices!!! As a person who takes very good care of
himself, excercising regularly and making healthy dietary choices, I sure as hell dont want to have to pay for the
health related consequences of super-sized American freefom of choice! Health care should work like auto
insuracne. We should establish an high risk pool. You want to eat McDonalds, smoke a pack of cigarettes a day
and drink a bottle of vodka, the choice should be yoursjust not at MY expense, please!
Therese July 24, 2012 at 11:21 am
If anything, this ban will create a thirst for creativity. (Couldnt resist.)
Perhaps large-liquid consumers will be inspired to revisit canteens, water soda bottles, and even the beloved
drinking helmet? NYers for BC should view this change- which, lets be honest, is a small but valid step in
combating the failing health/food regulations of America- as an opportunity for entrepreneurship and design.
Also, food or beverage size as a human right? Many people around the world have access to the minimum
amount of sustenance needed daily. Why should we, as privileged 1st-worlders, abuse our resources?
Finally, are there any thoughts on how this will affect trash production? Will people simply buy more, smaller
containers, thus increasing package waste? Or will smaller portions produce a smaller ecological impact?
vanderleun July 24, 2012 at 11:30 am
Whenever I see the phrase Civil liberties notwithstanding I know the observations of a fully colonized mind are
on the way.
martha July 24, 2012 at 2:41 pm
How is it different from drink companies going from smaller bottles to offering mostly large quantity sodas so you
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have to buy more than you need? Why is it ok for them to dictate but not Bloomberg?
Maureen July 24, 2012 at 4:46 pm
Clearly the soft-drink industry is behind the counter-ban. It reminds me of the cigarette industry, under the guise
of freedom and liberty, opposing propositions in California that would restrict promotions and access to tobacco
products to children. The soft drink industry is huge and wants to keep making huge profits and thus making us a
huge people.
Graeme July 24, 2012 at 7:49 pm
I agree Maureen. This is a typical case of business trying to fool people, consumers, into demanding what the
business wants. It really irks me that drink containers have grown over the years. Having been indoctrinated by
my parents to not waste food, I feel compelled to finish what Ive started, and larger drink containers just make it
hard to stop at a reasonable serving amount. It amuses me that Americans will demand their rights to their own
detriment in some areas (guns, seatbelts, universal health care), yet seem willing to be curtailed in others (speed
limits).
Mark July 26, 2012 at 10:58 am
Graeme No one is forcing you to buy a large drink, nor should your compulsion to finish what youve started
hold sway over anyone elses portion choice.
This proposal also contains the misguided notion that juice is superior to soda. Ounce for ounce, juice is very
close to soda in sugar content.
I agree with Neal make it your own choice, but dont expect me to pay for your bad choices. It should not be
the governments job to play nursemaid to irresponsible people.
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