He doesn't have the police power of the government behind it. If you're fine with the government being able to influence people via open propaganda and subtle marketing to follow it's goals, then you must be fine with those goals and tools being defined by your worst political enemy. If that makes you concerned, you should be concerned about the policy.
Policies and laws are tools. They are not goods in and of themselves. The use they are put to is determined by the power currently behind them. This is why policies should be narrowly tailored to not give broad and unspecified powers or should be entirely transparent so it's use can be fairly judged.
This policy is neither of those. It grants a overly broad justification for the use of behavior research and it's fruits to manipulate the public into being more accommodating of government goals. It doesn't define the limits of the research or its uses, it doesn't define what goals, and it doesn't provide for any transparency so that the public can see and understand how the government is acting. It's a bad policy.
The goal of the policy may be noble, and I don't have any basic disagreement with the concept, but the execution is handing another powerful tool to the government while cloaking it's use in shadow. We have enough of that already, thanks.