[...] * The recent case of Cambridge Analytica acts as a powerful reminder of the threats deriving from the combination of big data with behavioural science. These benefits and the risks are multiplied by the combination of nudging with big data analytics, becoming a mode of design-based regulation based on algorithmic decision-guidance techniques. When nudging can exploit thousands of data points on any individual, based on data held by governments but also from private sources, the effectiveness of such measures – for good and for bad – are exponentially higher.