Consumers should definitely have the liberty to make choices that shape their lifestyles, but with liberty comes responsibility.
The synergy between freedom of consumer choice and responsible consumption lies at the heart of building a thriving, sustainable society. To achieve this, we must recognize the profound impact of our choices on both individual well-being and the collective welfare of our communities. Consider products like narcotics, over-the-counter drugs, alcohol, tobacco and fast food – enticing yet treacherous paths to addiction and severe health problems when not consumed responsibly. These vices are but a fraction of the larger issue; in contemporary times, addiction stretches its destructive grasp far beyond mere consumables, now it goes to the extent of encompassing technologies that are addictive, including digital distractions.
A study by Science Direct shows that social media addiction resulting from the incessant scrolling of the numerous social media platforms, is one of the key reasons for depression, anxiety and risk of self-harm among adolescents.
While another study published by Cyberpsychology, Behaviour, and Social Networking, showed that taking a week-long break from social media can have significant improvement in well-being, depression and anxiety[1]. Both the studies impart a clear takeaway on the need for controlled and regulated consumption to ensure well-being.
Today India is at the brink of a major health endemic resulting from an alarming increase in non-communicable diseases like mental health issues, cancer, heart diseases, diabetes and hypertension. Most of these can be attributed to sedentary lifestyles, alcoholism, substance abuse, excessive tobacco consumption, changing dietary patterns, stress, including poor eating habits. According to the World Health Organization (WHO), NCDs account for 61% of all deaths in India.[2] For example, the escalating epidemic of non-communicable diseases (NCDs) can be directly linked to uncontrolled and unhealthy consumption of addictive substances such as tobacco, alcohol, narcotics and fast food, combined with sedentary lifestyles. are directly associated with the ever-more prevalent epidemic of NCDs, a significant public health concern in India, and the world.
NCDs not only have negative impact on health but they also exert substantial economic and social burdens on families and communities, leading to reduced productivity, increased healthcare costs, and a strain on healthcare facilities. Experts believe, that the fight against non-communicable diseases (NCDs) begin with a few fundamental actions including consumer awareness, conscious food consumption and the need for 100% transparency on food ingredients to enable informed-decision making at the time of purchase of the product. However, post the purchase phase the consumption pattern of the product solely depends on the consumption behaviour which needs to be sensible, controlled and not causing self-harm.
Blanket bans and restrictions have also been a way of dealing with products that lead to addiction and severe health issues, they have largely been counterproductive
In order to create awareness on responsible consumption patterns, a multi-stakeholder approach to educate consumers can play a critical role. It can promote stronger communication networks to keep consumers alert and aware in their consumption behaviour. For example, to create awareness around controlled social media usage there is a multipronged approach including tech companies, NGOs and influencers. These campaigns include new features encouraging users to better manage their screen time, set usage limits. There are workshops to teach students online safety, and the importance of responsible behavior on social media platforms rather than restricting them from using it.
Although blanket bans and restrictions have also been a way of dealing with products that lead to addiction and severe health issues, they have largely been counterproductive. Historically, prohibition and bans have created negative externalities, such as bootlegging, black market and organized crime, which are even more dangerous and hazardous. Especially with products like alcohol or certain forms of tobacco banning, there is a rise in lucrative opportunity for illegal trade and unregulated market which poses significant health risks due to their lower quality. According to data provided by Bihar state government, from 1 April 2016 to 20 February 2023, there have been 5.63k cases related to violation of provisions under the Bihar prohibition and excise act. The Bihar hooch case earlier this year is one such disastrous example of spurious unregulated products resulting from ban.
Today, consumers require right information and safety regulations rather than prohibitions and restrictions. For example, the new alcohol guidelines presented by the Canadian Centre on Substance Use and Addiction (CCSA), focuses on educating consumers on limiting alcohol consumption. Speaking about the guidelines, Peter Butt, a professor of family medicine at the University of Saskatchewan and a member of the panel that drafted the guidelines said, “We wanted to simply present the evidence to the Canadian public, so they could reflect on their drinking and make informed decisions. It’s fundamentally based on the right to know.”[1] To address addiction and health issues there needs to be a more comprehensive approach involving public health programs, mental health support systems, and ways to tackle socio-economic factors that may contribute to unhealthy behaviors. Focusing on education, awareness, and responsible consumption are more effective in mitigating the risks associated with these products.
To forge a balanced future, one must fuse personal liberty with a sense of duty towards oneself and others
Responsible consumption entails informed decisions, knowing the potential consequences of our choices, and acting in harmony with our values and the greater good. What one really needs to understand is that by nurturing responsible consumption habits and understanding the true cost of our choices, we can curb the vicious cycle of addiction and its disastrous aftermath.
Consumers should definitely have the liberty to make choices to shape their lifestyles, but alongwith liberty comes a crucial element: accountability. And so, balancing personal freedom with responsible choices and providing access to accurate information is vital for better health outcomes and a more informed society. It is the right and responsibility of a consumer to be fully aware of consumption limits and the possible negative impact of overuse. While we believe that consumer freedom is extremely important, the key that forms the cornerstone to a healthy living also lies in educating consumers on how much to use and its safety limits as a controlled and responsible approach to consumption.
