Illinois leaders must hold themselves to the highest ethical standards.

A Feb. 10 State Journal-Register column uncovered a car insurance mailing with a color photo of Gov. Rod Blagojevich, members of his family and an executive of the private insurance company. The advertisement mailing includes a signed letter from the governor and the state seal.

Blagojevich’s link to this private advertising is unacceptable.

After state officers, including former Gov. George Ryan, went on TV in taxpayer-funded public service announcements, Blagojevich signed a bill prohibiting constitutional officers and members of the General Assembly from using their proper names, images or voices to promote state-administered programs.

A Blagojevich spokeswoman said the governor’s appearance in the mailing is not prohibited by ethics laws.

That does not mean it is ethical, though. And it seems strange that promoting state programs is forbidden while promoting private companies is perfectly fine.

After the chairman of the Illinois Republican Party questioned the mailing, Blagojevich reversed his position and asked the company to stop using his picture in advertisements for car insurance.

The governor’s spokeswoman said the packaging was the problem with the mailing.

But when it comes to ethics, it is important not to come close to crossing the line. While Blagojevich was right to pull himself from the promotion, he shouldn’t have been in the compromising position to begin with.