Ethical standards are important in research for several reasons. They promote truthful and accurate research by prohibiting falsification of data. They also promote collaboration through values like trust and accountability. Ethical standards ensure researchers are accountable to the public since they are often publicly funded. Following ethics helps build public support and trust in research. Areas of unethical conduct include plagiarism, fabrication, failing to publish results, faulty methods, and improper authorship. Researchers have a duty to protect subjects' rights, obtain informed consent, and conduct legal and responsible research.