  The current system of intellectual property rights is one troubling area. The World Trade Organization grants product patents for a twenty year period which effectively renders many new medicines unaffordable for the vast majority of the world’s population and those in greatest need. There are a number of innovative proposals aimed at addressing these issues. One prominent example is the Health Impact Fund proposal developed by Thomas Pogge, which offers alternative ways to reward pharmaceutical companies, notably by how much impact they have on actually curing diseases (Pogge 2008).  The greater their impact, the larger the share of the rewards they would receive from the Health Impact Fund. Nicole Hassoun proposes a certification program for rating pharmaceutical companies’ contributions to the global poor, “Fair Trade Bio” (Hassoun 2012). Companies would compete for the gold star rankings which could significantly affect consumption choices and thereby expected profits. In both cases the aim is to create important incentives for key players to care about how their products affect the global poor.