Promoting and ensuring academic integrity has never been more critical for higher education. The proliferation of marketing-savvy commercial cheat sites which bombard students with advertising about their ‘academic services’ has resulted in changing norms of behaviour on campus. Many students (and some teachers) have been seduced into believing that education is a commodity that can be bought like any other consumer good, rather than an opportunity for personal and professional development. There are genuine concerns by educators, employers and the community regarding the reputations of universities, the credibility of higher education qualifications, and the quality and reliability of research. It is time for all stakeholders to take responsibility for academic integrity to ensure that higher education retains its vital role in contributing to an ethical, just society.