When our stomach starts to hurt, the course of action is clear: we sit down at the computer and look up ‘Dr Google’. But for most of us, that’s as far as it goes in terms of taking responsibility for our own health. Instead of reaching for a household remedy, which in most cases would do the trick, we often then go to the doctor or even our local emergency department. This shows that our sense of responsibility in healthcare matters often ends right at the point where it should actually begin. Why is personal responsibility in health matters important? What measures could be taken to promote personal responsibility, and how acceptable would these be to the general population?