This paper discusses the formation of counselors in HIV / AIDS, requirement of the Ministry of Health for health professionals to develop this practice among users seeking HIV testing. To addressing training is strategic to qualify their practice, building more efficient and effective responses to AIDS. Analyses of manuals of the ministry and interviews with advisors, conducted within a research thesis (in progress), subsidize the discussion. From the analyses of textbooks are highlighted the concept of subjectivity-identity, as a relentless brand defined by the user's sexual practices, and prescriptive and directive trend in recommendations for professionals. From the analysis of interviews, we highlight the identified advising ways - education and respect. These findings add to the reflections on the advice - treated as health device and non material production in the context of reflections on the world of labor in capitalist societies. It is suggested that counseling tends to be captured by the commodity perspective, the close association between scientific and economic rationality in the health field. This arrangement is supported by the still hegemonic ideology in biomedical health practices. To escape this direction, it is suggested critical positioning for counselors in conducting their work, avoiding directive and protocol posture. The counseling-relationship is presented as an alternative advisory way by using lightweight technologies, aligned relationships, respect for differences and the role of the user in his own care. Finally, propositions (principles and contents) are presented to conduct training processes towards relationship-advice.
counseling; health staff; health education