It is essential that journalists in Latin America think about ethics in their profession, talk about ethics with their colleagues and their audiences, and develop ethical standards and guidelines that fit their needs and circumstances. To encourage these things is the purpose of this video and handbook. Ethics for the media in Latin America must emerge from those who write and edit the news, from the publishers and station owners, and from the workers who sell the advertising and subscriptions to sustain their businesses. Developing ethical standards is a personal exercise in part and a collective one in others. But effective and meaningful ethical standards can never be imposed from an external source—they must emanate from those who must practice them everyday.