This article analyses the ethical consequences for archaeology and archaeologists induced by the process of capitalist globalisation and the integration of archaeological heritage as a resource within the market economy. I propose a theoretical reflection on the current situation as well as on the questions and repositioning of the different actors in this process, based on my participation in the 2003 debate on the declaration of the Quebrada de Humahuaca (Jujuy, Argentina) as a World Heritage Site. Finally, the alternative of sustainable archaeology is evaluated as a possible means of transformation for archaeology.