A lot of focus has been put on lifestyle changes since the last prevention policy paper was published. Key objectives have been defined with ambitious targets to reduce smoking, the harmful use of alcohol, overweight, diabetes and depression. There is, of course, a reason for this: there is a close relationship between today’s major chronic diseases and people’s behaviour. The focus on lifestyle and health promotion is therefore an obvious consequence of disease prevention. But lifestyle changes are not easy to make. A number of dilemmas come into play: citizens retain their freedom of choice, only a few intervention methods.