Agalev and Ecolo (the green parties in Flanders and Wallonia) consented to supporting the institutional reform of Belgium. Product-policy will be assigned to the federal government. Ecotaxes, fiscal instruments that fit in a product policy, are introduced. Three criteria are defined: 1) the primary goal is to bring about a change of behaviour, 2) the revenues are allocated towards environmental policy and 3) alternative products should be available. Whoever wants to know society, must try to change it. The enormous resistance of industry cannot only be explained by economic considerations. Much more, it is a matter of pure power: who has something to say about what. But resistance and desinformaton also came from consumers' organisations, thewritten press in its comments and even from some 'environmental scientists'. Authors wonder what farces will be unleashed when the discussion on 'reducing consumption ' starts.