Compared to other European countries there are low levels of inequity in smoking rates and obesity across education level in Denmark (Mackenbach et al., Furthermore, a recently published report on social inequalities (Juel and Koch, 2013) suggests that 60-70% of the inequalities in life expectancy in Denmark are caused by smoking and alcohol consumption. The Folkesundhedsprogram 1999-2008 and Sund hele livet programmes do, indeed, focus on health behaviours such as smoking, alcohol consumption and obesity, and health education, promotion and voluntary initiatives that stress individual responsibility (Diderichsen, 2008). However little is known to date about whether local initiatives to address risk factors in health and measures to change behavioural incentives such as through “sin taxes” have yielded any effect on populations most at risk.