However, public opinion, social forces and political pressures have ensured that policy attention and resources disproportionately favour the latter. Once the relevant subsets of full costs receive appropriate attention from the public, the media and policy makers, the different manners to proceed towards internalisation can be better understood. Price- and market-based measures such as taxes, prices, subsidies, the allocation of property rights and market creation. Norms, standards and regulations, which are the default measure of policy making. When the lives of millions of people are at stake, governments have an obligation to put into place incentive structures that reduce transaction costs and enable new allocations that allow for large welfare improvements so as to address key issues such as air pollution.