Judging nudging: can nudging improve population health?

If people didn’t smoke, drank less, ate healthier diets and were more active, the huge burden of chronic diseases such as cancer, heart disease, and type 2 diabetes would be much reduced.1 The prospect of being able to nudge populations into changing their behaviour has generated great interest among policymakers worldwide, including the UK government.2 We explore what nudging is and assess the prospect of nudging our way to a healthier population.