This paper is a normative analysis of an empowerment approach in healt
h promotion. In particular it utilizes two increasingly influential id
ioms of normative analysis (analytic health care ethics and Foucauldia
n analysis) to evaluate the ethics of 'helping people change'. The HEA
pack entitled 'Helping People Change' (HPC) is used as an exemplary c
ase study and as a starting point for analysis; but the implications a
re intended to be more wide ranging and the purpose of the analysis is
two-fold. First, ethical discussion is presented as an important dime
nsion of the substantive evaluation of HPC-type interventions (i.e. in
terventions which emphasize support for voluntary change). Second, it
is presented as a means of comparing and contrasting the role of the t
wo normative idioms in such ethical evaluation. The aims and the under
lying rationale of the HPC pack are set out. Analytic health care ethi
cs is represented by the well-known 'four principles' approach and the
longest section of the paper applies each of these principles in turn
(beneficence, non-maleficence, autonomy and justice) to the HPC pack.
It is argued that for each principle there are ethical difficulties a
ttaching to HPC-type interventions. This is (albeit superficially) par
adoxical given that such interventions are arguably exemplary and are
self-consciously 'ethical'. It is here that a Foucauldian perspective
presents a sharp contrast. According to such a perspective, it is argu
ed, the idea of helping people change is 'obviously' questionable. Thi
s is because Foucauldian analysis centres around the intimate links be
tween empowerment, control and 'the creation of subjects'. Finally, so
me of the other contrasts between, and the potential complementarity o
f, the two normative perspectives are briefly reviewed.