The government is to take a "less intrusive" approach to public health - nudging people rather than restricting their choices. Andrew Lansley, the Health Secretary, will set out plans for changing "social norms" around obesity, smoking, alcohol and exercise so that healthier choices are easier for people to make. The government's white paper will describe the creation of a new public health service from existing organisations and will promise to ring-fence public health budgets. There has been criticism in the past over NHS trusts raiding public health finances to plug deficits and gaps in other services. Under the plans, responsibility for public health will be transferred back to local government and away from NHS trusts, where it currently sits. Public health directors will be moved to local councils to work as "champions" of healthy living. A Health Inclusion Board, chaired by Professor Steve Field from the Royal College of GPs, will look into the causes of deprivation and health inequalities. A new public health premium will be introduced - a payment by results incentive for delivering improvements and reducing health inequalities between different groups in society. At the end of the ladder are more direct interventions, such as increasing taxes to discourage people from smoking or drinking, and restricting or banning things, such as unhealthy fats.