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As any area of scholarship or practice develops, it takes a bit of time for those within the field to begin to develop awareness of ethical issues that are especially relevant to their work. Bioethics are, of course, relevant to almost all health communication research. The first explicit mention of ethics in the title of a Health Communication article appeared in 1995 in work by Thomas Addington and Jeanne Wegescheide‐Harris. This work focused upon ethics in communication with the terminally ill. Subsequent work on end‐of‐life communication has continued to provide a strong focus on ethical concerns, as has much other work related to provider–patient and family–patient communication.

The work on health promotion and campaigns has important ethical implications, as well. This work is most notably articulated by Nurit Guttman, beginning with her 1997 article describing 13 ethical dilemmas in health campaigns. Guttman extended this argument in her 2000 book on ethical dilemmas, and continues to be a primary source on the ethical concerns of which health communication scholars and practitioners should be aware (see also Guttman and Thompson, 2010).