Sometimes subjects have sufficient internal and external resources to retrieve information stored in memory, in particular information that carries socially charged content. Yet, they fail to do so: they forget it. These cases pose an explanatory challenge to common explanations of forgetting in cognitive science. In this paper, I take this challenge and develop a new explanation of these cases. According to this explanation, these cases are best explained as cases of norm-induced forgetting: cases in which forgetting is caused by (...) social norms in a relevant sense. These cases draw attention to the normative aspects of the mechanisms of forgetting. This is an important but neglected aspect of cases of everyday forgetting, in particular of those characterized by a social dimension. By investigating some ways in which the psychology of social norms is causally relevant in the mechanisms of retrieval failure, I begin to fill this gap. (shrink)