The paper examines a theory of normativity according to which norms are practical reasons constituted by sanctions. It argues that such a theory faces a number of objections derived from the concept of a sanction as an artificial, negative consequence of an action. In particular, the paper demonstrates that sanctions in this sense are not triggered by the performance of the action itself (as, for example, murder or theft), but rather by the agent’s appearing to have performed these actions. Thus, the sanction theory of normativity is unable to explain why the intended actions themselves – rather than the corresponding appearances – are forbidden. I conclude with a discussion of alternative conceptions of norms.