There are numerous ethical, moral, philosophical, and social psychological issues involved in modern sex therapy. Psychologists have accorded sex therapy a warm reception into the field, but present ethical guidelines are insufficient to protect clients from psychological damage in the form of massive intrusions on privacy and reoriented moral and religious values. Further, the more explicit procedures seem to carry a message to society that "anything goes." The Zeiss, Rosen, and Zeiss procedure is used as a reference point for discussing these various issues.In a recent review, Byrne (1977) outlined the progressive evolution of research on sexual behavior from animal studies in the early phases, to primitive cultures, abnormal sexuality, and finally up to the contemporary focus on normality emanating from Freud, Kinsey, and Masters and Johnson. Byrne stated that social psychologists were attracted to the area by virtue of revolutionary societal changes in attitudes and actual behavior, by research initiated by the Commission on Obscenity and Pornography, and by the pressing need to solve the problem of unwanted conception. Following his in-depth historical analysis of research on sexuality, Byrne concluded that social psychologists have much to gain and much to offer by providing a "warm welcome" to this fundamental area of social psychological interest.Perusal of recent issues of the Journal of Consulting and Clinical Psychology (JCCP) reveals that sex research is being warmly received by clinical researchers and therapists as well, and, further, it appears that there is a parallel trend to use increasingly explicit materials, methods, and procedures in the sex laboratory. A recent JCCP issue, for example, included a study in which introductory psychology students viewed films of masturbation and subsequently responded to various measures of sexual arousal and affcctivity (Mosher & Abramson, 1977), and another study used a behaviorally oriented masturbation procedure for treating inorgastic women