In Pakistan, we have come a long way from the time in the late '70s when I saw a man collect his burger from the counter and sit down to eat it. He appeared perplexed and observed his meal very closely.

Then, he finally seemed to have figured it out. Removing the top part of the bun, he put it carefully on one side. He then took the toppings and placed them on the wrapper. Finally, the patty came out and was put separately from the other ingredients. Proceeding to break the bun by hand, he started eating the burger as a desi roti with kebab and chutney.

Welcome to the world of choices and the free market economy

The fundamental premise of this model is that humans are rational and thus must be allowed free choice between whatever is on offer in the market.

It is not surprising that the least nutritious – and actually harmful – food products have the largest advertising budgets. How many advertisements do you see for the healthy but humble lentils (daal) or for fresh vegetables? It is all always potatoes chips, chocolates, burgers, and fried chicken that adorn all the billboards and newspapers, and appear endlessly on the television.

On my left is a bottle of Coca-Cola, weighing at a hefty 140 calories, and on my right a glass of water weighing at zero calories. What would you choose?

Also read: Coca-Cola not to blame for obesity: CEO

Clearly, the consumers, bombarded with the advertisements, often end up buying what is not good for their health.

The purpose of food is to sustain life, but food choices these days are actually fatal

In many developed parts of the world, obesity (and not traffic accidents, as you may have thought) is the biggest preventable cause of death. Obesity leads to diabetes, heart disease, cancer, stroke, dementia and various other deadly ailments.

Fast food consumption is now on a rapid rise and Pakistanis from all economic and social strata have hopped onto the bandwagon of junk food consumption. The well-heeled eat at McDonalds or KFC, while the financially hard up settle for Bismillah Burger and Noora French Fries with the same relish.