This discussion of professional ethics for educational technologists argues that such ethics can and should be based, not on public discussion, but on "virtuous behavior," a trait-like behavior that meets or exceeds the commonly held virtues of the profession and is fostered by associations of professionals. Such virtues are based on moral principles and rules and moral reasoning. It is argued, however, that promotion of such virtuous behavior must go beyond merely publishing a code of ethics without any further explanation or application and interpretation in the training context. It is suggested that both moral principles and moral reasoning be studied further in the context of professional behavior, and explored in both the professional literature and training programs. In addition, the code of ethics should be reexamined and clarified, and the dispositions or traits of virtuous professionals should be more carefully described, analyzed, and promulgated. (5 references) (EW)