The British government has been one of the most enthusiastic and innovative advocates of nudges, and of the more general political philosophy, libertarian paternalism. One proposal currently on the table in the U.K. is a smoking license. The license would cost just 10 pounds – about the same as two packs of cigarettes, depending on the brand – but would require a form “made deliberately complex to deter people from applying,” according to the article. One of the rules of a well-designed nudge is that it should be inexpensive to avoid. Is 10 pounds and a complex form cheap enough for smokers?