In response to the report, Maria Chaplia, media associate at the Consumer Choice Center, said: “The British obesity problem is rooted in the lack of physical activity, not in consumption preferences. According to Public Health England, physical activity in the UK declined by 24% since the 1960s. By pushing forward the plain packaging of foods, its proponents are simply shooting in the wrong direction.

“The most unacceptable part of the IPPR’s plain packaging scheme is that it stems from the assumption that it knows what choices are better for individuals. Though framed to be in the public interest, this is highly pretentious. Not only does this belief undermine the ability of consumers to decide for themselves, but it also blocks their access to the information about the products they buy and consume. Information is dispersed through branding. Plain packaging is aimed to make our life plain of choices.”

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