A key element of the platform business model is concentrating great organisational power over the work process while simultaneously allowing workers certain degrees of autonomy and encouraging them to see themselves as self-employed. This study applied the neo-normative control concept to analyse the mechanisms platforms use to promote freedom of choice and self-regulation values, which are formed extra-organisationally in deeply neoliberal societies such as Chile. The Uber ride-hailing and Pedidos Ya home delivery platforms in Chile were examined using a labour process theory framework based on an ethnographic design. The results show the specific ways in which these platforms deploy forms of neo-normative control, how this deployment is anchored in the labour context of neoliberal Chilean society, and how workers re-signify, stress, or seek to subvert this control strategy. The findings' theoretical and empirical implications are discussed.