New Technology Has The Potential To Save Lakhs Of Lives, Says Nudge Unit


According to a Government-backed report, smokers should be urged to make use of smoke-free nicotine cigarettes in order to slash the death toll from associated illnesses.

The Cabinet Office’s behavioral insight group – nicknamed as the “nudge unit” – thinks the novel technology has the prospective to save lakhs of lives.

But, the usage of the smokeless cigarettes – which are intended to deliver nicotine to the lungs without the injurious poisons and carcinogens in tobacco smoke – is expected to be contentious. They are presently banished in several nations.

During its first yearly report, the nudge division – so-called as it is proposed to come up with thoughts to softly nudge individuals into altering the behavior rather more draconian administration interventions – argues that the existing “stop or expire” approach to smoking advice is no longer working.

In its place, it thinks that assisting smokers who say no to quit their habit to control their nicotine habit could prove more effectual.

The paper stated, “It will be important to get the regulatory framework for these products right, to encourage new products. A canon of behaviour change is that it is much easier to substitute a similar behaviour than to extinguish an entrenched habit (an example was the rapid switch from leaded to unleaded fuel). If alternative and safe nicotine products can be developed which are attractive enough to substitute people away from traditional cigarettes, they could have the potential to save tens of thousands of lives a year.”

David Halpern, the unit’s leader, stated that its access to behavioral change was making headway in Whitehall.

“As with seatbelts and the smoking ban, these ideas were unpopular at first but after a while when you explain them to people, they understand and say, ‘Yeah, all right then’,” he told.