The authoresses present the assumption that medicalization of disease prevention and health promotion ignores these health factors which are not dependent on medicine and behaviors. They also ask a question to what extent promoting the idea of healthism, born in the 80s is assimilated in social consciousness. The authoresses discuss the roots of medicalization of health, the very concept of healthism, the role of medicine in controlling social behaviors. The question is: do new norms concerning health and health promotion produce 'new deviants'? Thus it is not the very behavior that is deviant but how it is evaluated by society in view of these norms. The aim of empirical research was to study to what extent breaking norms concerning health is rejected by society. The research proved negative attitudes towards improper behavior, though varied in reference to different types of dissents. It suggests that the emergence of new social rules regulating health-related behavior is in process.