Compared with other instances of social costs, one may think of tobacco smoking or lead concentration in drinking water, this process has developed reasonably quickly. First, there is public awareness and opinion creation by means of public communication. These may be commercial means of communication, such as television or newspapers, but also non-commercial means of public awareness creation such as demonstrations, sit-ins, public speeches and the like. Again, information is the first step in internalising external costs. This way, the set of choices is transformed into new choices that integrate a higher share of public concerns.