Following Goldman’s seminal work, most contemporary philosophical contributions on the novice-expert relation have adopted a normative, expert-focused approach. In this paper, we aim to shift the focus of the philosophical analysis towards the characteristics of the novices, and how they might determine the choices that experts make. On the bases of recent empirical evidence from social psychology, we discuss how novices evaluate the messages that they receive and distinguish diverse kinds of novices according to their competence in message assessment. Building (...) on that analysis, we discuss the difficulties of approaches to expertise that focus only on the standpoint of novices or assume novices are homogeneous. In our analysis, we introduce the standpoint of experts, and we pay special attention to the heterogeneity of novices. This approach allows us to identify and address the difficulties faced by experts in the context of science communication. In the last part of the paper, we characterise and discuss the problem of experts when choosing a strategy in the issuing of a public campaign to advise or inform certain populations of novices. (shrink)