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An exploration of the relationship between alternative codes of professional ethics (for lawyers, physicians, accountants, etc) determining consumer research technologies, & resulting price-quality equilibria on modern service markets. Consumer research involves distinguishing two types of costs: direct & transaction. Comparative statistics in the field of auditing services are used to demonstrate the effects of changes in informational costs on price & quality of service. Traditional professional codes of ethics prohibited advertising related to price or quality of the service. Lifting these prohibitions does not necessarily increase benefits if the costs of information gathering are sufficiently high. It is suggested that enforcement of restrictive professional ethics positively correlated with information costs would improve quality of services in the long run, & would lower the price of the service in the short run. 3 Figures, 1 Appendix, 10 References. A. Devic