Most discussions in public health policy revolve around the setting of priorities and issues of technological choice and programme design in achieving these prioritised outcomes. Priority setting and choice of strategy are political choices. They are negotiations between what the public perceives, what public health experts pronounce, and the perception of interest groups – or stakeholders, as they are more often referred to – of the impact of any particular choice. Here, I set out to examine the choices of priorities and strategies using an ethics lens.