Social marketing tools have been important in obtaining changes in citizens’ attitudes and behaviours, especially in health-related issues. Governments and non-governmental organizations around the world have made use of social marketing towards this end. Choice architecture is a policy design strategy derived from behavioural economics that aims to obtain automatic responses from citizens. Its use in social marketing may have the forms of nudges and shoves. This chapter explores the assumptions of choice architecture in social marketing to overcome social constraints and promote good health for the citizens. Considering that access to good health is challenging, particularly in developing countries, due to the problems of citizens’ literacy, accessibility to health care, and misunderstanding of healthy habits, choice architecture can be a useful social marketing tool to obtain citizens’ responses to incorporating healthy habits.