We all have a general sense of values, to do good, avoid evil, and tell the truth.  However, there is a process of moral reasoning.  How do we apply this sense of values to concrete situations?  An example might be truth in advertising.  Quite often there is no outright lie, but rather a shading or emphasis on a certain good side.  Our community helps us shape this decision.  Your attitude to advertising will be different if you are working in advertising versus working in a consumer advocate group.