From an ethical perspective, the problem of money in religion in the Western media is as confused as the problem of ideology and concepts of religious purity in Middle Eastern media. The profitability of faith-based entertainment, news, and multi-media commodities burgeoning within the past several years, has reaped unprecedented profits just as global fundamentalist religious conflict has intensified. In this climate, one cannot look upon faith-based commodities as merely benign; nor can we assume that producers of religious subjects in media are operating within ethical principles.Recent global best-selling books such as the Left Behind series which use religious beliefs in end-times prophecies popular among some Evangelicals, the DaVinci Code book and film which use anti-Christian portrayals in the conspiracy thriller, the decision by the Danish press to publish cartoons depicting the Prophet Mohammed which violated religious prohibitions among Muslim nations and led to widespread riots, the National Geographic's use of the Gospel of Judas, a manuscript of questionable provenance, as a featured cover story and television documentary, and the film The Passion of the Christ by Mel Gibson, widely construed to be anti-semitic, all point to the need to examine how mass media products, in all forms of media, abide by or violate a sense of principled ethical conduct by the producers. As these recent productions demonstrate, faith-based commodities, whether designed as entertainment or news, can cause conflict, exclude, offend, and disseminate hatred for what Martin Marty called the religious stranger as menace.1 A universal Code of Ethics should uphold the central principle of ethical conduct that religious marketing should not violate the integrity of the Stranger's religion.2Given the contemporary climate or religious conflict, it would be difficult to argue that a person's religion serves as judge of ethical principles. Unlike other professional media associations, there is no Code of Ethics for marketing religious identity, especially where it may violate the media ethics of world religions, or where religious bias, bigotry, or animosity against the Stranger might increase the profitability of such products.This article proposes that there ought to be a new global standard for the ethical uses of media, especially where religious or anti-religious attitudes are embedded. That standard ought to be restrained by what the Dalai Lama's Ethics for the New Millennium dubs a secular or pluralistic, universalist Code.3 That Code would recommend the following:* Distribution of profits from selling religiously themed products should be just.* Profits from religiously themed entertainment media should be shared by producers with the poor, at least to the extent of a tithe, reflecting ethical principles of Community and Social Responsibility in a world of vast economic differences between the first and third worlds.* Respect for sacred places and religious geography should be upheld.* Forgiveness and reparations should be advocated over revenge, as Abrahamic traditions and Buddhist philosophy suggest.* One should refrain from use of pseudo-events, faux-history, and fictitious characters depicted as facts.* Negative portrayals of religions should be granted equal time to reply and refute implications contrary to the fact.* Tribalism and sectarianism should be de-emphasized in favor of humanism, and the principles of the global community of many faiths and multiple tribes.* Products should not denigrate or attack, disseminate negative images or cause conflict among religions, upholding principles of nonmalfeasance.* Common values of the productivity of human life, spirit, and dignity should be emphasized rather than of universal consumption necessary for materialism.* Fiction, history, non-fiction and news should be clearly labeled so they are differentiated from propaganda or ideological language. …