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Objectives We use voluntary, front of pack (FoP) food labels to examine the practice of nudging in a social marketing context. Background With the explosion of social marketing, the goal of marketing has shifted from simply selling products, to 'selling' behaviours. Nudging is an approach used by social marketers to passively edge individuals into making certain choices. Method Thaler and Sunstein's (2008) guiding characteristics of a nudge are used in conjunction with FoP labels to critiquedoi:10.1362/204440816x14811339560893 fatcat:oig5wab2k5aapgoz7bt5jzqhhq