The use of behavioural science and the integration of behavioural insights (BI) in public policy processes enables governments to leverage valuable knowledge about human psychology to inform policy and decision making. Understanding the cognitive drivers behind human behaviour is critical for designing effective policy that is beneficial to and accepted by those it seeks to serve. As an innovative policy-making tool, BI use empirical findings about how people actually think and act, and asks policy makers to put forward those findings to help solve the key policy challenges of today. Despite the many benefits of behavioural science, particularly when applied to public policy, the potential dangers of an irresponsible or unethical use of behavioural science have contributed to concerns and questions about its use, ranging from accusations of excessive paternalism to suspicions of disguised manipulation. Misuse of BI in the private sector has exacerbated these concerns and has subsequently led to the development of research and discussions into the irresponsible use of BI, such as ‘sludge’ tactics or dark patterns. As such, the use of BI by governments has sparked discussion on how we integrate and frame ethical considerations in the design and implementation of policies that aim to change human behaviour.2