 Many theorists distinguish non-consequentialist moral theories from consequentialist rivals such as utilitarianism by emphasising the significance of agents’ intentions. Otherwise permissible acts become impermissible when done for the wrong reason or in pursuit of the wrong aim. For instance, the doctrine of double effect forbids actions that aim at the death of an innocent person either as an end or as a means to an end, even when the same result could be permissible as a side-effect. Consider two familiar examples: