There is a fundamental disagreement about which norm regulates assertion. Proponents of factive accounts argue that only true propositions are assertable, whereas proponents of non-factive accounts insist that at least some false propositions are. Puzzlingly, both views are supported by equally plausible (but apparently incompatible) linguistic data. This paper delineates an alternative solution: to understand truth as the aim of assertion, and pair this view with a non-factive rule. The resulting account is able to explain all the relevant linguistic data, (...) and finds independent support from general considerations about the differences between rules and aims. (shrink)