The makers of the popular children’s programme “Peppa Pig” have conceded that Peppa ought to have worn a seat belt when being driven by her father during the first two series of the programme. The concession came after it was revealed that one five year old girl has been refusing to wear a seat belt because Peppa didn’t. Neither I nor my two children had noticed this, which speaks volumes for our powers of observation. The programme’s makers will correct this omission in all future episodes. Is this an example of the principle of “nudge” at work? It sounds like it. This approach works very well with children; for example, parents who refrain from smoking in front of their children makes them less likely to want to copy the behaviour. Does it have the same effect on adults, though?
Driving habits are an indication of the success or otherwise of “nudge”. Electronic speed warning signs that remind the driver of excessive speed or the actual speed they have reached seem to be working well and are much less resented than fixed speed cameras on dual carriageways, for example. The long running public health campaign about the dangers of smoking has been matched with a steady decline in the proportion of the population that smokes. The increases in tobacco duty that make smoking a rather expensive habit is another example of “nudge”.
This Government, however, likes to take things much further. The blanket ban on smoking in enclosed places is more “shove” than “nudge”, I think. The civil liberties implications of the “shove” approach have never been taken seriously by this Government. In very many respects, the ban on smoking in enclosed places is welcome. I have always harboured doubts about the ban when it applies to private clubs and have never seen the problem with having designated smoking rooms in pubs.
The debate about the sale of alcohol is another example of the “nudge” versus “shove” approach. The Government would argue that the imposition of minimum prices is a “nudge” in the right direction. My problem with it is that it looks like an incorrectly aimed shove.
Wines and real ales are not the problem here, but the widespread availability of cheap lagers and alcopops. Off licences and supermarkets are the source of the vast majority of these drinks that are then consumed to an excessive degree by people, many of whom are young.
Sweet but strong alcopops, which were unknown before the mid 1990s, are all too popular with teenagers and young women. I see the baleful results of this on CCTV footage of town and city centres and in cases of domestic violence. If you are going to use cost as a “nudge” mechanism, then it should be focused on those types of drinks, coupled with a massive public health campaign.
Would this be more of a shove than a nudge, however? Sometimes, a good shove, carefully and correctly aimed, can achieve significant results. The drink driving legislation is one of the best examples of this. Where the consequences of a person’s actions are less clear cut, however, then the Government should remember that we are not all children and that people respond much better to encouragement rather than barked orders.
Perhaps the real debate should not be “nudge versus shove” but one about effectiveness of approach. In other words, is the blunderbuss better than the rapier?