The contribution of Thaler and Sunstein’s Nudge, however, is not that of conveying novel scientific in- sights or results about previously unknown biases and heuristics (something that Thaler has champi- oned in his academic publications.Instead, it is the notion of “nudge” itself, and the suggestion of this as a viable approach in public policy-making to influ- ence citizens’ behaviour while avoiding the problems and pitfalls of traditional regulator