Nudge Technology

Nudge technology has been pioneered here in the UK and your government has really pioneered its deployment for all the best reasons to advance public health, minimize smoking. You can make a case while nudging through media in all channels has potential social benefit but it seems like if you give a three-year-old a hammer, everything becomes a nail. It's almost impossible to turn this off because first of all, it triggers all of these fight or flight, base level emotions.