The following issues in the practice of brain injury rehabilitation are explored: (1) validity of support for efficacy based on experience in clinical practice, (2) validity of support for efficacy based on research, (3) consumer protection, (4) qualifications and regulation of individual providers, (5) regulation of programme development and marketing. Ethical responses to these issues from each of three cultural belief systems (humanism, science and self-interest) are examined from a metaphilosophical perspective based on contemporary cognitive psychology and on philosophies of social constructionism and existentialism.