Nudge – the importance of a badge – obvious in retrospect

Great story in the Telegraph today: Fears of evasion after the end of the tax disc sees revenue fall by millions.
To save money the UK government in their wisdom got rid of the car tax disc in order to save £7m a year. In other words, to tax your vehicle you now do it online and DVLA and the police know whether your vehicle is paid up to date or not.
A year later DVLA have reported that their revenue from vehicle excise duty has fallen by £93m!
The Telegraph article suggests that tax evasion has gone up. Certainly the detailed figures imply that at least £45m of the fall in revenue is due to increased tax evasion.
Seems a no brainer to me. It’s all about psychology – the sort of psychology I’ve enjoyed reading about in Nudge, Freakonomics and Superfreakonomics.
nudge book cover
When there was a tax disc on the windscreen of your car, you weren’t just showing the police whether or not your car has up to date tax, you are telling every passer-by. Your neighbour can see whether you are a law abiding citizen or not. The fear of being seen to be a fraud by our friends and neighbours helps keep more people on the straight and narrow of paying for their tax disc on time.
Hopefully the DVLA and/or the government will see sense and bring the tax disc back asap.
And perhaps they should also introduce a badge to prove that you have paid your car insurance as well 🙂


Our newsletter is only for the people that want to be seen. If you want to get all the latest tips, tricks, news and updates from Episode 1 then this is the newsletter to be subscribed to. See you in your inbox.

* indicates required

Marketing Permissions

Episode 1 will use the information you provide on this form to be in touch with you and to provide updates and marketing. Please confirm you are happy for us to contact you by email:

You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at We will treat your information with respect. For more information about our privacy practices please visit our website. By clicking below, you agree that we may process your information in accordance with these terms.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.


    0 / 1100 characters

      Are you raising £2million or less?


      Sorry we only invest in this stage, so please do not send us a deck if you do not meet this requirement.

      Are you a UK based business?


      Sorry, we only invest in UK business, please do not send us a deck if you're outside the UK.

      Are you B2B focused?


      Sorry, we only invest in B2B focused businesses, please do not send us a deck if this isn't you.

      Are you software focused?


      We only invest in software driven startups, please do not send us a deck if this is not you.

      Please send your pitch deck (max 10mb) to and we'll come back to you!
      We appreciate your interest in working with us.


      Contact us

      Our address

      4th floor, 112-116 New Oxford St, London WC1A 1HH