Nudge Dredd

Professor Richard Thaler, Chief Justice of the Nudge movement sweeping politics, is back in Brit-Cit this week to advise the government on using his analysis of irrational behaviour to design non-coercive policies that encourage individual choices for longer, healthier and better lives. A philosophy he calls libertarian paternalism.
Underlying libertarian paternalism is a truth, that all of us frequently make ‘bad’ choices that do not extend, improve or enhance our lives; and a conceit that the state is always good at knowing what the best choices might be, that they are good at nudges to help us get there, and the nudges do more good than harm.
In the first part some ‘good’ decisions (by Thaler’s criteria) are obvious or evidence-based. Don’t smoke, drink in moderation, eat a balanced diet and do some exercise. Others are entirely subjective or moral choices. Be a player or a priest, experiment with soft drugs, go to church, and so on. Others have unclear implications with risks both ways. Play sports with a high risk of serious injury, let your kids watch commercials, cycle to work. Other choices like giving to charity may be bad for you and good for society.
What outcomes the state judges is good, with what priority, and what choices lead to those outcomes is largely a matter of politics. It is not obvious though there needs to be a political consensus on right and wrong in any electoral cycle, or that the ‘state’ view should be a monopoly. Liberal scepticism of monopoly should apply to edicts of certainty, whatever their source. And where good choices are clear, there are usually many more actors than the state involved in saying so, leaving it unclear why the state should expend treasure as one more voice. Is there any reason at all for example why GB plc is running five a day commercials alongside all the other exhortations to eat better?
Who is better at nudges, the private or public sector? I’m not sure there is a sensible answer to that question, or at least not a short one. Private companies looking for the next dollar can encourage bad choices, but equally can make good choices much easier through lifestyle marketing. Government marketing and opt-in/opt-out laws can make a difference, but when the government gets it wrong, for example with stakeholder pensions and nannying on trivia like stand-by buttons, the cost is large.
The wider libertarian movement suspicion though that nudges increase the scope of government to interfere in private decisions rather than make it less coercive is a reasonable worry. Are opt-out organ donor schemes a nudge or coercion? Is compelling companies to plain package cigarettes a nudge or heavy-handed regulation? What about all the perverse nudges and incentives to make bad choices in the welfare system?
In brief nudge policies are a broadly welcome alternative to some types of government intervention. They might be used to ‘nudge’ some politicians away from the jackboots to the nanny-shawl in the political dressy-up box; or leave it alone entirely. But there is a risk in the hands of Mega-government and protean Nudge Dredd politicians helping us for our own good, that what you actually get is something like
“you want choice citizen, I am the choice, prepare to be nudged”


