People in "free societies" are governed by the choices they make. In a truly free market of ideas and things, you have the ability to make the right choice or the wrong choice. The only way to truly control someone in such a system is to play an information game. Distort the signal and create a bunch of false options. Create the illusion of choice and variety to conceal the truth. Advertise the wrong thing, advise contraindications, and suggest the foolish as wise.