In this chapter, the focus shifts to how language policies are enforced, a term which I use instead of the more traditional ‘implementation’ to highlight the need to focus on action in specific policy contexts and accept the messiness and asymmetry inherent to such a focus. I argue in particular for greater attention to how policies impact the individual by codifying emotional responses and structuring the linguistic habitus. The case study looks at how English language learning is enforced as a moral imperative in Thai mass media through emotive references to the English Proficiency Index published annually by Education First.