A national survey of 1,045 advertising students measured opinions about the ethical nature of advertising and ethical dilemmas in the advertising business. More than nine out of ten students agreed that working for a company with high ethical standards was important. Students rated all twelve workplace dilemmas presented as somewhat unethical. For ten of the twelve scenarios, student attitude toward the ethicality of the described action and behavioral intent were inconsistent. Implications for advertising educators and for professionals are discussed. (Contains 3 tables and 46 notes.)