The paper investigates different ways to understand the claim that non-cognitivist theories of morality are incoherent. According to the claim, this is so because, on one theory of truth, non-cognitivists are not able to deny objective truth to moral judgments without taking a substantive normative position. I argue that emotivism is not self-defeating in this way. The charge of incoherence actually only amounts to a claim that emotivism is incompatible with deflationary truth, but this claim is based upon a mistake. (...) It relies upon a problematic understanding of both emotivism and the deflationary theory of truth. (shrink)