[wsy]

There is no dilemma. We agree that people can be manipulated to some degree. We also agree that - if they don't suffer from an illness - that manipulation only goes so far. Finally, we agree that we shouldn't force a lifestyle on anybody.

So now you can manipulate (or nudge) people either towards behavior which is considered as beneficial (regular exercise, healthy food, etc.), or you can manipulate them towards unhealthy habits (e.g., smoking).

It is a good idea to limit the ability of actors to nudge people towards unhealthy habits. That will help everybody except a few people who will earn less money. It is also a good idea to foster nudging good behaviors, even if there is no commercial value behind it.

The dilemma only starts to occur if we try to put all things into either the good or the bad box. Probably most ads are in the large grey area in between these extremes. However, ads fostering smoking addiction or obesity should be called out as bad for all of us. There is no downside of this call-out.