A retrospective look at the history of medicine is highlighted by the relationship of trust and service that characterize the professions. This foundation for ethics is being challenged today by forces such as the rapid growth of managed care, the liberalized regulations on professional advertising, and the emergence of a better-informed public that is far less inclined to accept a doctor's recommendation as the final word. While acknowledging a changing reality, dentistry--individually and collectively--must re-establish the primacy of ethics as the touchstone of professionalism.