The fantasy that humans have unbridled free will is both pervasive and highly toxic.
It conveniently ignores piles of neuropsychological studies on the topic and it is also used to justify "tough on crime" policies that do more harm than good.
I found this study about the tobacco industry's use of the personal responsibility rhetoric: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4318333/
Coca Cola and Nutella seem to do a lot of advertising through sports. They are like parasites living off the idea of rationality and personal responsibility that humans need to live a successful, self-determined life.
I'm not claiming that personal responsibility is no factor here, but it would be just as wrong (and pretty bad for the affected people's mental health) to assume it is the only one.