Notably, many object on ethical grounds to the idea of randomly denying half of a population the potential benefit of a new service or initiative.

ECONOMIST: Social science

But the key difference in our case is that Justin is not exactly converted to the idea of leading an ethical lifestyle.

BBC: Newsnight's clock ident

The white paper backs the idea of a new ethical code to govern the behaviour of Britain's 20, 000 councillors and 2m council staff.

ECONOMIST: Local government

Markl first became interested in the idea of producing an ethical clothing line when he was researching textiles factories in Honduras as part of his Ph.

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Instead, whistleblower laws promote the idea that government workers are highly ethical people who will oppose wrong-doing by their own paymasters.

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Another idea: Bosses should define and demonstrate ethical behavior and the boundaries of risk-taking.

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Mr Tutu's identification with ubuntu has given rise to the idea of "ubuntu theology" - where ethical responsibility comes with a shared identity.

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Of course we acknowledge that this idea is a little recycled - we had two ethical columnists on the show giving us their advice.

BBC: Newsnight's clock ident

He promoted the idea that the rightness or wrongness of an action depended on its consequences, an ethical theory known as utilitarianism.

ECONOMIST: John Harsanyi