Cadbury's. Stupid. Policy.

In an act of sheer brilliance absurdity, Cadbury's have started a campaign whereby children will be able to justify their burgeoning maladdiction to chocolate and refined sugars by exchanging a crazy number of proof-of-purchase coupons for sports equipment. Ostensibly to promote healthy living, this farce has been cleverly constructed; one the one side, you could argue that the chocolate is going to be eaten anyway, but on the other - reality - well, you just know what kids are like... sweets! free footballs! ...buy...buy...buy! Unfortunately, the numbers involved are staggering.

In high profile cases, the tobacco industry has recently paid enormous amounts to recompense individuals damaged by its products. Will Cadbury's be among those forced to pay out for the rise in type-II diabetes and its knock-on toll on our healthcare system?