Today I published a piece on societal responsibility for prevention on the Dutch political science blog Stuk Rood Vlees. Last year 70 societal partners signed an agreement about ambitions and preventive actions aiming at reduction of overweight, smoking and alcohol abuse. Partners included food industry, retailers, local and national government, public health professionals, schools, sports clubs, etc. The ambitions are quite high: in 2040 no adolescents will smoke; the prevalence of overweight of persons above 20 years will have declined from 50% to 38%; and not more than 5% of adults drinks too much alcohol. Measures include - among many others - smoke-free schoolyards, a ban on in-school sale of sugared drinks; constraints on child marketing and healthier food offers in company restaurants, attraction parks; and extensive tax increases on tobacco.