The re-emergence of virtue ethics (henceforth VE) as both an academic theory and as an approach to applied ethics has contributed to the re-invigoration of ethical debate. It has encouraged reflective consideration of the nature of professionals' commitments to various values that constitute their personal and professional character, both collectively and individually. This paper argues that whilst there may be some value in the re-orientation of applied ethics towards questions of character, it has its limitations, including a tendency to be (...) reduced rather too easily to self-serving ends that ultimately favour dominant social groups. It should therefore be treated with caution by social professionals. (shrink)