The article reveals the content of social values and goals of administrative law norms as key categories of goal setting in administrative law. It has been found that the role of social values, on which the subject of goal-setting of legal norms is oriented (should be oriented), is manifested in the following functions: 1) values form a specific picture of the world, a kind of cultural (civilizational) worldview of the era, taking into account a certain scale of values; 2) values form a system of transmitted experience, in which innovations and traditions are in a state of synthesis; 3) values act as the basic basis of the thinking style of a person of a certain era, they contain a model of the variability of a categorical way of thinking and a basis for the formation of new categories. It is proven that since the goal expresses the future and desired state of the object of activity based on the perceived value, it cannot be detached and independent from the social scale of values. However, when it comes to goals and values in law, there are specific connections between social values and the goal of law as a whole or the goals of its elements (branches of law, legal institutions, legal norms). The lower the level of elements of the legal system (law as a regulator of social relations, branch of law, legal institution, legal norm), the less the dependence of their goals on social values. That is precisely why, when characterizing law as a regulator of social relations, there is always a need to correlate its goals with social values. The same thing happens at the level of branches of law, because both legislators and scientists working in this field of legal relations try to emphasize the conformity of the goals of, for example, administrative law with certain social values. It was concluded that the relationship between the social value and the goal, as an element of goal-setting of the rule of administrative law, is as follows: 1) not every goal of the rule of law is a mandatory reflection of some specific social value, it just must not contradict the existing social values in society; 2) the goals of a large number of legal norms are formed not on the basis of social values, but on the basis of the needs of practice.