This chapter turns to the normative dimension of algorithmic control, drawing on Burawoy’s theory of consent andsubsequent developments in normative control theory. Here, I develop the concept of consent infrastructure toexplain how platforms foster compliance and self-discipline through gamification, emotional labour, entrepreneurialrhetoric, and the illusion of autonomy. The chapter demonstrates how this hegemonic logic of control legitimatesexploitative working conditions while depoliticising labour relations in the name of flexibility and meritocracy.