Abstract:  Many people claim that semantic content is normative, and that therefore naturalistic theories of content face a potentially insuperable difficulty. The normativity of content allegedly undermines naturalism by introducing a gap between semantic ‘ought's and the explanatory resources of naturalism. I argue here that this problem is not ultimately pressing for naturalists. The normativity thesis, I maintain, is ambiguous; it could mean either that the content of a term prescribes a pattern of use, or that it merely determines which pattern of use can be described as ‘correct’. For the anti-naturalist argument to go forward, content must be prescriptive. I argue, however, that it is not. Moreover, the thesis that content supplies standards for correct use is insufficient to supply a similar, a priori objection to naturalism.