There are two standard policy alternatives for combatting the harmful behaviors that commercialism encourages: ineffective “soft” paternalistic requirements mandating that consumers receive “helpful” information, such as calorie counts; and “hard” paternalistic rules that curtail individual choice, such as restrictions on sugary soft-drinks and other unhealthy options. Perhaps the best approach for dealing with the clash between short-term pleasures and long-term interests is to take a libertarian path between hard and soft paternalism, one that encourages good behavior while allowing individual choice.