The concept of Europe as a normative power can be understood as a theoretical attempt to define a new type of protagonist in world politics, distinct from older concepts such as empire, hegemonic power, or great power. Because many scholars have used universal norms as a criterion for ‘normative power Europe’, the concept is often criticized as hidden Eurocentrism, soft imperialism, or hegemony. In this article, a normative power is defined not by the universality of the norms it seeks to diffuse, but by the underlying logic according to which it acts. A normative power takes communicative actions and acts in accordance with the logic of arguing, not consequentialism. This definition of normative power escapes the trap of a hidden Eurocentric imperialism by abstracting the theoretical concept from the specific case of Europe and detaching it from the criterion of universal norms.