ABSTRACTThis research was designed to investigate consumers' attitudes towards professional advertising in Hong Kong. Three hundred consumers were surveyed on their attitudes towards professional advertising by accountants, doctors and lawyers practicing in Hong Kong. The results found that, in general, professionals in Hong Kong enjoyed a high image and consumers believed that advertising would not significantly affect the current favourable image enjoyed by professionals in Hong Kong. In addition, consumers believed that professional advertising could serve as a means to acquire information. However, they also believed that advertising would increase the cost of professional services.