This chapter examines nudges from a producer perspective. Our study of GDPR compliance by online advertising professionals shows that the design of consent collection interfaces is the point of crystallization of technical, economic, legal and moral issues. We can thus in certain configurations consider nudges as "impossible designs" seeking to integrate contradictory objectives and moralities, rather than the only result of self-interested calculations and intended actions. In Spring of 2018, new dialog boxes popped up all over the web, asking European Web users, in various formats and terms, for permission to collect their personal data (mainly in the form of cookies, hence their labelling as 'cookie banners'). These interfaces offer choices: that of accepting or refusing cookies, or that of managing personal data collection and usage. But most of these interfaces are designed to secure