This commentary is intended to start a conversation on ethical behavior in the marketing of our work, with a special focus on the issues that arise when marketing technology and related services. The general literature on marketing ethics suggests that marketers have more relaxed ethical values than the general public. Therefore, ethics should be a concern with the marketing of training and related services. When marketing services, the following ethical issues arise: false and misleading claims about products and services, partial disclosure of relevant facts about products and services (or failure to disclose), implied guarantees and promises that are not written into contracts, accurate and complete disclosure of viable alternatives, the inappropriate use of surveys as a marketing tool, the independence of market research, and the creation of markets for high technology products before consumers really need them. Consumers of services for training and performance improvement face several ethical dilemmas of their own, including: a failure to develop a sufficient knowledge base from which to purchase products and services, failure to engage in due diligence, and requesting proposals for work that the consumer has no intention of purchasing. This commentary raises questions with the hope of encouraging others to empirically study ethical behavior in the marketing of products and services in this field.