Wednesday September 23, 2020

A personal touch to nudge taxpayers in the right direction

The British taxman is applying behavioural science in a bid to get the non-compliant to cough up – and it seems to work a treat

6th November, 2016

With just days to go until the pay-and-file tax deadline, taxpayers are scrambling to stay on the right side of the taxman. But how would you feel if the taxman got personal?

Recently, Britain’s tax authority, HM Revenue and Customs (HMRC), began using personalised Post-it notes, affixed to tax bills, to gently encourage taxpayers to cough up. The British government has established a behavioural insights team, nicknamed the ‘nudge unit’, to apply behavioural science to...

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