Breakfast Briefing: Drs call for 20% soft drinks tax, Apple gives Greece free iCloud

Sugary drinks: The BMA has called on the government to introduce a tax of at least 20% on sugar-rich soft drinks
Sugary drinks: The BMA has called on the government to introduce a tax of at least 20% on sugar-rich soft drinks

Welcome to Marketing's morning briefing, a daily shot of news and a recap of the best longer reads and videos. Today we look at the British medical community's call on government to introduce a 20% levy on sugar-soft drinks and Apple's offer of a month's free iCloud storage for Greek users.

BMA calls for 20%-plus soft drinks tax

The British Medical Association (BMA) has called for a 20% tax on sugary drinks in a move it says would help tackle the obesity crisis.

The sizeable tax would have a detrimental impact on sales for many soft drinks brands, many of which have been responding to increasing pressure from the health lobby by launching healthier alternatives to their core products.

A levy of 20% would result in the price of a 330ml can of Coca-Cola rising from 70p to 84p, while a 12-pack costing £3.55 would increase to £4.26. Doctors argued that a tax of at least 20% would be necessary in order to deter consumers.

The BMA estimates that poor diets cause around 70,000 premature deaths, and in its ‘Food for Thought’ report warned that a 330ml can of fizzy soft drink contained up to nine teaspoons of sugar, which it referred to as "empty calories".

Source: BBC

Apple gives Greeks free iCloud access

Apple has allowed Greek iCloud users a month of free storage after capital controls issued by the Greek government prevented consumers from making transactions outside the country's borders.

Capital controls meant that iCloud users were prevented from making credit card payments, with iPhone users unable to buy apps, iTunes music and pay for iCloud storage beyond the 5GB given for free. Many subscribers accounts were downgraded as a result of the controls.

Apple has now taken action and emailed iCloud customers. The email said: "To prevent interruption in your iCloud service during the current fiscal crisis, and to make sure you have access to your content, we’ve extended your iCloud storage plan for an extra 30 days at no additional cost."

Source: The Telegraph

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