Paul Krugman: Free to Choose Obesity?

The obvious model for those hoping to reverse the fattening of America is the campaign against smoking. Before the surgeon general officially condemned smoking in 1964, rising cigarette consumption seemed an unstoppable trend; since then, consumption per capita has fallen more than 50 percent.

But it may be hard to match that success when it comes to obesity. I'm not talking about the inherent difficulty of the task - getting people to consume fewer calories and/or exercise more may be harder than getting people to stop smoking, but we won't know until we try. I'm talking, instead, about how the political winds have shifted.

Public health activists were successful in taking on smoking in part because at the time corporations didn't know how to play the public opinion game. By today's standards, the political ineptitude of Big Tobacco was awe-inspiring. In a famous 1971 interview on "Face the Nation," the chairman of the board of Philip Morris, confronted with evidence that smoking by mothers leads to low birth weight, replied, "Some women would prefer having smaller babies."