In an attempt to fight the obesity epidemic, an unprecedented policy banning the sale of sugary beverages in
containers over 16 ounces in selected public venues was proposed the city of New York. This policy is not without
opposition from different sectors including the sugary beverage industry and civil organizations that portray it as a
violation of consumers’ rights to choose. We explore the likelihood of such policy to be successful in curbing the obesity
epidemic from a Social Cognitive Theory perspective.