Some would balk at the idea of treating citizens as perennial minors, to be gently prodded, or “nudged”, by a benevolent regulator, to do whatever the regulator considers to be in the consumer’s own best interest.
Yet even if one thinks that the individual must remain ultimately responsible for his or her own choices, the insights of behavioural economics remain central for framing those choices in a way that is consistent with known cognitive bias, so as to empower the consumer to make such choices in full awareness. Whatever your approach, the landscape is evolving rapidly.