This shift in health morality has also been driven by political policies from the 1970s onwards, with their aim of cutting welfare spending by outsourcing services to competing private actors. As a result, the state has managed to partially withdraw from public health responsibilities. Here, health education plays a key role in making people feel responsible for their own health. If you complain of issues down the line, you can then be met with the answer that ‘you were actually provided with all the information you needed to look after yourself years ago, so you can’t have followed our advice. It is therefore your fault.’ This is termed ‘culpability in the face of known risk’ (Galvin, 2002, p. 108), which is the blame that we put on people because they ought to have known better. This emphasises that health promotion is only secondarily about making people healthy. It is first and foremost about teaching them to be responsible for their own health.