In plenty of countries, there is already a tax system to punish "bad consuming choices": e.g. tobacco, alcohol, and in some places even products with excess sugar are taxed more than other products. In Europe, we call it "soda tax" or something. If you want to get academish, you can call it a Pigouvian tax.
I think it's perfectly OK. Peeping on someones digital data is not OK.
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