Malaysia spent RM80 billion on subsidies in 2023 which has led to increasing calls for rationalisation as there are unintended economic consequences . We ask Alex Clark, Head of International, APAC at The Behavioural Insights Team and Dr Amjad Rabi, Visiting Expert, Social Wellbeing Research Centre (SWRC), Universiti Malaya the intricacies in the implementation of targeted subsidies, what are the factors at play here and the best method to help those in need.