On the other hand, keeping an eye on the handful of (big) companies to restrict them from supplying plastic to people is comparatively an easy task and requires less (man, money and infrastructure) power.
Besides, government(s) can also think of funding research program(s) to synthesize an eco-friendly material alternative to plastic which can be produced with same cost as of plastic; or funding program(s) to at least efficiently recycle plastic directly proportional to its growing usage.