64 Oz. to Freedom: Bloomberg’s Big Soda Ban Is DOA

Well that was fast: one day before Mayor Michael Bloomberg‘s contentious “soda ban” was set to begin, The New York State Supreme Court called a kibbosh on the whole undertaking with a strongly worded decision.

The incredibly named Judge Milton Tingling declared in his opinion that New York City is “permanently restrained from implementing or enforcing the new regulations”. Why? Because the ban’s official language was confusing and its “arbitrary and capricious consequences” difficult to enforce. According to the judge, “the loopholes in this rule effectively defeat the stated purpose of the rule”. Oh, and something about Big Brother getting too heavy for his britches…

“The Rule would not only violate the separation of powers doctrine, it would eviscerate it. Such an evisceration has the potential to be more troubling than sugar sweetened beverages.”

We’d like to think that those PSAs and protests and weird calls for racial equality had something to do with this decision, but they didn’t. Not at all. And now for a challenge: the first person to create a social media campaign for a major soda brand that makes light of Bloomberg’s crushing defeat without being too smug about it wins our respect for a lifetime. This might be hard!

Oh, and by the way: remember when Bloomberg loved Snapple? Those were they days, weren’t they?