Giving a talk today at a workshop on so-called “lifestyle diseases”, organized by the Nordic Committee on Bioethics. I will present an overview of the concept of nudging, some conceptual controversies, and some ethical controversies. Ultimately, I think nudging is an excellent policy tool that should be used, wisely, for appropriate policy goals. It is also of course a tool in the hands of marketeers, whose goal is typically to maximize profits. Tomorrow, I’ll be on a panel on responsibility for health.