Based on a survey of all the journalists working in five web sites in Shanghai, the paper analyzes the professional ethics of journalists in web site, taking conflicts of interest such as freebies and moonlighting for example. It shows that moonlighting is more acceptable than freebies, and there is a large gap between attitude and cognition of journalistic ethics, especially of freebies and among the journalists working in the media web site. The attitude towards conflicts of interest is mainly influenced by such factors as the followings: attitude towards marketization and job satisfaction. Professional background, working experience in traditional media also affect the ethical standards in certain fields.