Pioneering behavior analysts were often respected experimental psychologists who successfully and ethically intervened to reduce the suffering of, or dramatically improve the quality of life for, individuals who desperately needed effective treatment. later, other poorly trained, insensitive, and inadequately supervised behavior modifiers were exposed in scandals regarding their disturbing and unethical treatment approaches. today, the first ethical code of the bacb addresses the very high expectations that exist for practicing behavior analysts. this first guideline is titled conduct of a behavior analyst.