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Using content analysis of more than 100 newspaper articles for each of the cases, the paper shows that regulatory policies do not face any easier messaging options than price-based policies. The role of crises in policy processes is manifold: Among other things, they can create new problems, provide windows of opportunity to solve existing problems, and change actor constellations in existing policy subsystems. The similar framing of different policy instruments leads to challenges for future linkages between policy designs and framing strategies. Like environmental policy, health policy is increasingly seeking to incorporate scientific research into public communication. [Extracted from the article]