[영문]The article examines the possible impact of the personalization of social care services in England on older people living in rural areas and those supporting them in formal and informal roles. It focuses on the development of personal budgets. Interviews were conducted with 33 participants from professional, community and voluntary organizations in 2008. Findings were that the potential flexibility arising from choice and control might be much appreciated by some older people in rural areas; however there were concerns that local variations would affect the capacity to tailor support and to sustain developments. The long-term effects of personalization need to be monitored and assessed to ensure equitable outcomes in rural areas; and, while there may not be significant differences between rural and urban areas, the rural dimensions of adult social care need to be more rigorously explored.