This paper examines the reported actions and strategies of translators working in three closely related languages, Bosnian, Croatian and Serbian, which have recently undergone re-codification in countries that have greatly changed their language planning and language policy regulations. The legacy of former and unofficial designations such as ‘Serbo-Croatian’ or ‘Bosnian-Croatian-Serbian’ within the post-conflict situation is contextualised and translators’ decision-making processes and reported strategies in relation to language form and designation are examined. The paper seeks to demonstrate the explanatory power of Toury’s notion of norms as a framework to account for new regularities of practice. Texts identified to be different from their nominal code, or market requests to work from or into unofficial designations are now problematised and re-negotiated as secondary practices or a less commonly reported behaviour. The paper extends and applies the notion of norms to the social and occupational, macro-pragmatic role that translators occupy.