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The most recent tobacco control policies, while allowing individuals to smoke, seek to nudge them at every opportunity towards less consumption. They aim to achieve this by changing the context within which all smoking choices are “made”. As such “libertarian paternalism” seems capable of accommodating the rather self-contradictory governmental stance towards tobacco products, which allows on the one side the legal marketing of a deadly and addictive product capable of generating significant income for both the industry and the government through taxation, while on the other heavily regulating and discouraging its consumption.The revised EU’s Tobacco Products Directive seeks to ‘nudge’ citizens towards making better decisions about smoking whilst preserving individual choice. | EUROPP
