Participants and non-participants in cardiovascular screening programmes seem to have different strengths of preferences, which signals that their behavioural choice is founded in rational thinking. Furthermore, it appears that additional information and a second reflection about the participation decision may affect a substantial proportion of non-participants to reverse their decision, a fact that should receive policy interest. Future studies should however assess the ethical limits in relation to providing additional information, which can be seen as a paternalistic approach that in the worst case violates individuals’ autonomy and in the best case improves social welfare and health equity.