Yes, a free market isn't the answer to everything. It will never optimise for sustainability unless this is a conscious consumer choice factor. It's way too important to leave it to that though. Hence regulation.

Just change the underlying economic incentives - but nobody is even barely there yet, except maybe the EU. Doughnut Economics, when are you going to save us (& the planet)?

Fair enough, and I agree that regulation is often needed, but we cannot, in general, expect it to have only the consequences explicitly sought.