Abstract. Personalization provides individualized treatment in circumstances where markets do not work. Personalization is variously described as a process involving individualized assessment and response, the expression of individual preferences and choices, or a process in which users and professionals negotiate a. For example, person-centered thinking and dementia care mapping provide a simple but effective tool. tool for health services, social services and families to work together to achieve positive outcomes. Likewise, the final chapter relating to a “person-centered approach to risk” offers a positive, creative but realistic perspective on this controversial issue.Summary. This article analyzes the centrality of personalization policy to adult social care in the UK, with a particular focus on the implications for social work. It begins by considering the genesis of policies and goes on to identify different ways in which personalization can be understood and therefore analyzed. Personalization in social work could fall into this trap if it is not supported by a fully developed social ontology of the person: an ontology. which combines personalization and helping relationships Sowerby, 2010. Social work must recognize and respond to the multi-layered nature of social identity. Social work and the, This exploratory study supports the continued need for qualified social workers to achieve outcomes related to protection and personalization policies. The implementation of these policies may involve a new form of care and control, which may require specific approaches to supervision to ensure that good practice is encouraged and,