The 2005 WorkChoices legislation delivered a significant diminution of Australian workers' rights in the form of choice and control over numerous aspects of working life. WorkChoices extended previous neoliberal reforms and consolidated the negative impacts of those reforms on marginalized groups of workers, especially those in precarious employment. This paper reports on the findings of an occupational science-based, critical discourse analysis of a government newspaper advertisement that promotes the reforms. The construction of a WorkChoices discourse, one that was based on and sought to extend neoliberal hegemony, is identified by exploring the ways that particular ideas are presented as natural and mutually beneficial and, in response, the development of a counter-hegemonic argument, based on occupational justice theory, is discussed. The broader application of critical social research is also recommended in extending the occupational justice paradigm.