There’s a widespread conviction in the norms of assertion literature that an agent’s asserting something false merits criticism. As Williamson puts it, asserting something false is likened to cheating at the game of assertion. Most writers on the topic have consequently proposed factive norms of assertion – ones on which truth is a necessary condition for the proper performance of an assertion. However, I argue that this view is mistaken. I suggest that we can illuminate the error by introducing a theoretical distinction between the norm of a practice and its goal. In light of this distinction, we can see that proponents of factive norms tend to mistake the goal of a practice for the norm. In making my case, I present an analogy between the...