Equal emphasis on obligation and benefit, as well as integrity, fairness, justice and openness are the basic ethical principles of the insurance market. Deception and disguise, bribery and kickbacks, enforcement and power trading are some common losing ethics phenomenon in insurance market. The ideal standards of insurance industry are as follows: perfecting the basic laws and regulations of institutional improvement, enhancing supervision of China Insurance Regulatory Commission, improving literacy level of insurance staff; forming self-ethics, realizing self-adjustment to maintain the order of the insurance industry.