Interventions framed through a behavioural lens, particularly ‘Nudge’, are gaining credence in US and UK policy circles, not least around healthcare. Key tenets of this ‘libertarian paternalist’ approach are discussed and related to sociological theory. The influential position of nudge begs sociological engagement, indeed its recognition of ‘choice architecture’ is partially congruent with sociological conceptions of structure-embedded agency. Though recognising the significance of norms, the analysis of nudge fails to appreciate their depth in terms of time, materiality and the socio-cultural. The potency and variable consequences of these social factors are emphasised through Bourdieu's concepts of habitus and field. This framework alongside various sociological approaches to risk and uncertainty are proposed as potentially fruitful paths of critical engagement.