This article presents and discusses findings from a qualitative study of Swedish adult education, with focus on meetings between counsellors and students and how counsellors translate and enact different expectations from policies and ethical guidelines, as well as from adult students. The results show that counsellors have an important role in the marketised and complex system of adult education in Sweden, both to guide people during the encounter with adult education and to guide and support them as students. A policy enactment emerges where counsellors are in conflict between different guidelines and are forced to compromise between the ethical ideal that they, as counsellors should always start from individual needs, and policy requirements concerning e.g. skills supply and labour-market integration.