Academics are all used to the idea that they have special ethical obligations. They may also, as administrators, recognize special administrative ethical obligations. But they do not like to think of themselves as businessmen, concerned with selling, and few of them indeed have thought directly and hard about the ethical constraints on marketing in higher education; that is, about marketing ethics. In this article, the author wants to discuss a series of ethical problems in marketing higher education that are less obvious but no less real and perhaps more compelling. The author believes that the reputation of higher education, damaged as it is by the turmoil of the past decade, the erosion of standards, and the rise of a faculty unionism that places the teaching of classes about third--behind economic self-interest and personal self dramatization--is based precisely on the assumption that academics maintain high standards and maintain principles even when it may be inconvenient to do so. If teachers and administrators abandon the principles of academic integrity--without a public declaration announcing the fact--they shall be engaging in a very serious piece of marketing fraud. They shall certainly be found out at length, and they may expect that retribution will follow, partially in the form of boycott and partially in the form of control. Both are in the air even now: they have had their warning.