A brief review of ethics definitions is presented as well as the difficulties inherent in such an attempt. The main ethical principles included in the physician-patient relationship, such as confidence, respect, and responsibility are discussed in order to consider to what extent they should also guide the advertising of medicines. There is a need to recognize that the ethics of any profession are based on principles that cannot be completely controlled. Ethical commitment by those promoting advertising must be encouraged, but it is not enough, and external controls by laws are also necessary.
