During the COVID-19 pandemic, there was much discussion of good (and bad) citizenship. In the UK, until a significant proportion of the population was vaccinated, much of this discussion focused on (non-)compliance with government rules concerning geographical behaviour (e.g., Webster et al., 2020;Wright et al., 2021) -rules requiring people to stay at home, meet others outside, keep two metres apart, wear face coverings in certain places, and so on. One prominent view in this discussion was developed by psychologists and behavioural scientists, who argued that: rates of compliance were generally high (Fancourt & Steptoe, 2020); examples of non-compliance were explained less by psychological factors such as panic or fatigue, and more by systematic factors such as just-in-time supply chains or lack of government support (Drury et al., 2020); and the preoccupation of government ministers and journalists with examples of non-compliance led to policy failures, including delayed lockdowns and public health messaging that set norms of non-compliance for previously compliant people to follow (Reicher & Drury, 2021).