This chapter describes important ethical theories and presents a practical, seven-step decision-making framework that can be used by financial services professionals to enhance ethical outcomes. The discussion focuses on showing how incentives and cognitive, behavioral, and psychological biases can distort judgment, weaken duties to clients, and raise compliance risks. The chapter discussed the concept of red flag monitoring (e.g., conflicts of interest, suitability, KYC/AML, data privacy) and how to combat ethical lapses. The chapter introduces two applied tools to improve ethical decision-making: (a) the ethical decision-making checklist and (b) the bias-check questionnaire. These tools standardize pre-decision reviews and strengthen self-awareness. The chapter then outlines firm-level best practices that support an ethical culture. The discussion also highlights the role and limits of data analytics and artificial intelligence in mitigating biases and improving compliance monitoring. The chapter concludes by addressing globalization and cultural variance by emphasizing how firms and financial advisors can uphold beneficence, autonomy, justice while adapting regulatory norms.