What kinds of marketing methods can counsellors use to solicit clients in private practice contexts? In this setting counsellors are clearly operating a business and sound business practices apply. But the business of counselling is also bound by the ethics that govern the delivery of a professional service, which makes higher demands in terms of standards than the trading of goods might require. Professions have a long history of altruism which sanctions baselines for behaviour more stringent than those of fair exchange in the marketplace. For example, the principle of caveat emptor let the buyer beware would not suffice as an ethical baseline for professional practice.