The purpose of this article isto share with the reader the specific findings on the role of nurse as consumer advocate from astudy on ethical decision-making inan emergency department (EDI.Qualitative interviews were conducted with11 health professionals (doctors and nurses) working inthe ED ofahospital.The interviews were audio-recorded, transcribed verbatim and thematically analysed.In ED, where the decision-making isdescribed as medico-centric, advocacy ipso facto necessitates a challenge to doctor decision-making. The findings indicate that ED nurses' experience with advocacy varied depending on the democratic qualities and communication skills ofthe particular doctor who had care of the consumer. It is noted that seeing the need for advocacy does not necessarily translate into effective action, as management support is essential for productive advocacy. A phenomenon ofthe desirenot to rock the boat was reported. The findings indicate that the support of other nurses isessentialforadvocacy and affirm the importance offocusing on the ethical nature of the organisation as opposed toan exclusive focus on the individual.