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This paper explores whether the perceptions of forest owners and professionals could be nudged towards more sustainable management practices by adjusting a policy text’s metaphorical content. Recent research has demonstrated a link between information interventions and preference change, but there is a need to further explore individuals’ reactions to information on forest-based ecosystem services and to link these to the design of policy instruments. We contribute to narrowing this gap by nudging the content of a policy text comparing rotation forest management (RFM) and continuous cover forestry (CCF), and exposing it to forest stakeholders. The research is carried out in Finland, the so-called ‘forest nation’ of Europe, whose economy and culture is closely tied to forests. The results highlight a deep-rooted opinion divide between Finnish forest owners and professionals: the professionals reacted …