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While research has examined the plight of vulnerable workers, the role of consumers who drive demand for slave-based services and products has been largely neglected. This is an important gap given both historical evidence of the effectiveness of 18th and 19th century anti-slavery consumer activism and recent attempts to regulate slavery through harnessing consumer power, such as the UK’s Modern Slavery Act 2015. This article draws on data from in-depth interviews with 40 consumers, to identify their understanding of modern slavery, before revealing the neutralising and legitimising techniques they use to justify their (in)action. Our findings contribute to, and extend, neutralisation theory by exploring its applicability in this unique context. We also position techniques of legitimisation as central to understanding how modern slavery is tolerated through a variety of discursive and institutional factors.