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The new “agenda of choice” in public services emphasises service users' needs and agency. The ideals of consumerism and user involvement have set new challenges for professionals. This paper aims to explore the effects of consumerism and user involvement at the level of day‐to‐day service delivery, looking at the encounters between professionals and service users.

The paper applies an ethnographic approach. Observation data were collected at two Finnish drug treatment institutions: a needle exchange and health counselling service, and a specialised maternity clinic for pregnant women. Data from each institution consist of seven to 12 months of participant observation notes, which were subsequently systematically coded and analysed comparing the two institutions.

The promotion of new ideals does not automatically result in the empowerment of service users or the erosion of professional power. The two institutions differ greatly: institutional context and gender shape the everyday realisation of the new ideals. In both institutions, however, professionals have adopted new practices and rethought their role. The cultivation of service users' choice and agency can become valuable professional capital, a new kind of “know how” that can also be used by the professionals to justify the importance of their work.

The paper provides a nuanced and contextualised insight into “how” the ideals of consumerism and user involvement are translated into everyday encounters between service providers and users.

The purpose of this paper is to offer a critical view of participatory policies and measures by highlighting that participation is not only a right for young people, but also an obligation for many. This obligated participation is studied conceptually and empirically.

The paper introduces a novel typology of youth participation that demonstrates the dimensions of institutional framing and a degree of choice in participation. The typology is applied in an empirical study on how the participation rights and obligations are formed and handled within an educational programme, aiming to support young people at the margins.

Young people are controlled by their participation obligations, and are guided to reach maturity and claim personal responsibility for their choices. The acceptance of an obligation to participate has to be negotiated with young people in services; otherwise they may opt out of supportive measures.

More research is needed on how youth participation terminology is used in political programmes and professional practices.

It is vital to discuss the options and obligations of young people in professional support measures and consider their implications for different groups of young people. At the policy level, the challenge is to ensure that the right to participate at community and political levels is not ignored or made inaccessible to young people at the margins.

The typology diversifies understanding of youth participation and enables the analysis of participation types. It can be applied in youth studies, policy-making and practices.