 As for social marketing (or “nudging”) to try to increase consent rates, these might target potential donors, as with campaigns to increase the number on a donor registry, or the families of those who have died, say by using specially trained people to ask their consent. In some cases, these ideas invite the question of whether they involve manipulation and whether any consent obtained is valid (Sharif and Moorlock 2018; T.M. Wilkinson 2011). They also raise again the question of how much it would matter if consent were not valid if the supply of organs increased.