Ethics and values ​​apply to our personal and professional lives. Ethics is a notion of one's actions, which originates from an individual's ideology of doing what is right and not wrong. According to the dictionary, ethics is the "branch of philosophy that deals with values ​​relating to human conduct, with respect to the rightness and wrongness of certain actions and the goodness and badness of the motives and purposes of such actions". These beliefs are accumulated to help a person determine how his actions will be performed. Ideals can be applied as values ​​to a person's way of life. There are people who see values ​​as a personal code and see them as a personal indication of their beliefs. Our professional values ​​and ethics come from many different sources. In our childhood, our parents and peers are instrumental in the development of our values ​​and ethics. When we enter the world of work we align our ethical values ​​with our employers, their values ​​are displayed through a company's codes of conduct. A code of conduct is adopted by a profession or by a governmental or non-governmental organization to regulate that profession. A code of conduct can be defined as a code of professional responsibility, which will discuss difficult issues, difficult decisions that will often have to be made and provide a clear account of what behavior is considered "ethical" or "correct" or "right". "in the circumstances. In an association context, failure to comply with a code of conduct may result in expulsion from the professional organization. Codes of conduct are usually in line with general anti-corruption laws and social customs. This is well demonstrated within the Australian Standards Advertising Committee which contains seven clauses relating to standards....... middle of paper... pp. of public relations: the Tylenol and Exxon Valdez cases.", Journal of Mass Media Ethics, vol. 20 Issue 4, p231-249, viewed 7 April 2011, excerpt from Academic Search Premier.Schiller, ME 2006, "Providing Knowledge for Ethical Practice in Marketing Communications.”, International Journal of the Humanities, vol. 3, issue 8, p7-17, viewed 6 April 2011, retrieved from Academic Search Premier.WebsitesAustralian Association of National Advertisers, AANA Code of EthicsAdvertising Standards Bureau, Dictionary.com, Ethics, < http://dictionary.reference.com/browse/ethics>Public Relations Institute of Australia, Individual Code of Ethics,