The world's largest industry has received little ethical attention, yet it raises questions of consumer fairness, marketing and environmental and cultural integrity. The author has recently gained an MSc in Tourism Studies from the University of Surrey, and is currently working as an independent consultant in the tourism and leisure sector.

Action needs to be taken on the ethical issues raised by the commercialising of sport if its integrity is to be maintained and its ethical base is not to be eroded further. The author has worked as an independent consultant in the leisure sector for a number of years and has recently joined the Research Unit of Britain's Sports Council. The views expressed by her in this article are not necessarily those held by the Sports Council.