Abstract
As new technologies merge everyday and become part of our lives, instructional technology consulting that provides professional services to help clients use technologies for learning and performance improvement becomes more popular and important. Being ethical in consulting has been recognized as a crucial and important part of consulting services by many professional organizations, consulting firms, consulting professionals, and their clients. Corresponding to the theme of AECT Convention 2008, professional ethics, the paper examines the meaning of being ethical in instructional technology consulting from the lived experiences of instructional technology consultants and discusses implications for promoting the ethical practice of instructional technology consulting.