Abstract
In this paper we seek to represent the conceptual world of Information Technology professionals with respect to ethics and propose that the most effective means of impacting their practice rests in influencing professionals' conceptual world. As such, we present a Model of Ethical IT and argue, in the light of the educational Variation Theory, that for IT professionals to be enabled to become more ethical in their practice: the purpose of IT must be primarily understood to be user-oriented; the nature of professional ethics must be primarily understood to be other-centred; and the goal of ethics education must be understood as primarily promoting a change in experience, towards others.