Michael Kendrick asserts that the question of integrity is highly pertinent to advocacy, whether the advocacy is undertaken by individuals or by groups or organisations. This paper considers 'integrity' in relationship to advocacy undertakings and suggests that a compelling standard of integrity would require that the scrutiny of an advocate be just as unrelenting as the advocate is of others. The paper sets out a selection of dimensions of integrity which the paper urges the advocates to examine. In doing so, it focuses on key attributes of effective advocates. Keyword: Advocacy,