The tension between providing adequate information and achieving sufficiently high participation in population-based screening programmes, such as mammography, represents an ongoing challenge for health authorities. The theory of nudge illuminates how individuals may be nudged towards healthy behaviours without restricting individual freedom of choice. We analyse information provided on health authority webpages and uncover the subject positions available to healthy women deciding whether to participate in screening. We do so by comparing different policy contexts where women must opt in to screening (Australia) or opt out (Scandinavia).

We conclude that information is used to nudge women towards screening. Alongside focus on the ease of being screened, tensions exist in simultaneously portraying women as being at risk of breast cancer and providing reassurance of their healthy state. We identify persuasive devices that emphasise responsibility to participate in screening and conclude that webpages play a dynamic role in authorities’ attempts to, on one hand, achieve high participation in screening, and on the other, promote mammography screening as an individual choice.

提供足够的信息和充分参与基于人口的筛查计划（如乳房X线摄影）之间的紧张关系，对卫生当局构成了持续的挑战。微调理论阐明了如何在不限制个人选择自由的情况下将个人推向健康行为。我们分析了卫生当局网页上提供的信息，并揭示了健康女性可用于确定是否参与筛查的主题职位。我们通过比较不同的政策背景来做到这一点，在这些政策背景下，女性必须选择参加筛查（澳大利亚）或选择退出（斯堪的纳维亚半岛）。

我们得出结论，信息被用来推动女性进行筛查。除了着重于筛查的难易程度外，还存在着紧张关系，同时描绘出妇女有患乳腺癌的风险并保证她们健康的状况。我们确定了具有说服力的设备，这些设备强调了参与筛查的责任，并得出结论认为，网页在当局试图实现筛查的高度参与，另一方面促进乳房X线照相筛查作为个人选择的尝试中起着动态作用。