Issues management remains a key means of influencing policy decisions. Though it has been expanding beyond the initial parameters of public policy, Howard Chase developed issues management as a way for corporations to engage more effectively in public policy decisions. Issues management is a process that involves the application of a variety of tactics during different stages of an issue's life cycle. This paper explores the use of self-regulation as a tactic in issues management. More specifically, it explores the utility and dangers of the public discussion of self-regulation, what is termed the rhetoric of self-regulation.Corporations seek to avoid regulation because of the costs. One cost is the expense of compliance with the regulation and the "paperwork" necessary to document compliance. Time and resources must be devoted to the new regulation. A second cost is the constraints imposed by the regulation. A regulation prescribes what an organization can and cannot do in certain areas. For instance, increases in Corporate Average Fuel Economy (CAFÉ), the fuel efficiency of a vehicle fleet, require automobile manufacturers to adjust the design and production of their vehicles to meet the new requirements. This limits, in some ways, the types of vehicles a company will produce because the average fleet miles per gallon must be maintained. Self-regulation is preferred because the corporations decide the voluntary "limits" prescribed by self-regulation. The paper uses two cases to illustrate the utility of self-regulation in issues management and the need to critically evaluate self-regulations efforts. The first case involves efforts by the pharmaceutical industry to self-regulate direct to consumer advertising (DTC). The second case involves the Entertainment Software Ratings Board (ESRB) voluntary rating system of video games. The paper concludes by reviewing the pros and cons of the rhetoric of self-regulation. Ideas are presented to help guide people's evaluations of a self-regulation argument. The focus is on helping people become better consumers of issues management messages by identifying salient features that should be applied to the rhetoric of self-regulation.Key words: public relations, regulation, rhetoric ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]