This article argues that the use of 'nudge' tactics in UK policymaking ought to be rejected. Nudge contravenes the coalition government's aspirations to promote ideas such as empowerment, freedom and fairness. Moreover, it is not an effective strategy for bringing about the kind of behavioural changes required to solve society's 'big problems'- problems around climate change and public health, for example. The article mines political theory in a way that is distinctly absent from the current literature on 'nudging' and brings a fresh and insightful perspective to the nudge debate. © 2012 The Author. Politics © 2012 Political Studies Association.
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