Occupational licensure is commonly accepted as a means of protecting consumers by ensuring minimum levels of professional competence. This study analyzes the rationale for licensure in terms of consumer information and consumer choice, applying the analysis to the proposal to license social workers in Tennessee. The analysis makes it possible to separate the numerous issues involved in the licensure question, identifying the probable impact of the proposed measures in terms of a clearer identification of consumers' interests. It is shown that the need for licensure is tied to the manner in which services are provided. In the social work case this means that while the positions of social workers would be enhanced, licensure would offer their client‐consumers little protection which they do not already enjo