The frame of personal responsibility is often used by those opposed to the government getting involved in the battle against obesity through public health education and regulation — the most prominent opponents being the beverage industry. However, the job of these corporations is to bolster the bottom line for their shareholders (i.e. increase sales of sodas), so of course they shift the blame onto the consumer. Food companies use the same marketing principles as the tobacco industry did: Market to youth. Youth are more vulnerable to advertising, and if you can get people hooked when they are children, they will be lifelong customers. When the industry is using marketing techniques on children that exploit their inability to discern an advertisement's persuasive intent and are aimed at getting them hooked, how can we expect them to exercise personal responsibility as an adult?