In the run-up to Christmas, many charities are encouraging us to shop ethically. By making moral choices about what you put in your shopping trolley, these charities say, you will not only have a guilt-free shopping experience but you will be helping millions to escape the worst excesses of poverty. But what exactly are these ethical principles which underlie the fair trade label and what do we really know about it? In this revealing report, we ask the public if they buy into fair trade and the response is a mixed bag. Many base their purchasing decisions on price and need and plenty of people who know the score in the developing world see it as far from fair.