It is morally negligent or reckless to believe without sufficient evidence. The foregoing proposition follows from a rule that is a modified expression of W. K. Clifford's ethics of belief. Clifford attempted to prove that it is always wrong to believe without sufficient evidence by advancing a doxastic counterpart to an act utilitarian argument. Contrary to various commentators, his argument is neither purely nor primarily epistemic, he is not a non-consequentialist, and he does not use stoicism to make his case. (...) Clifford's conclusion is a universal generalisation that is in a precarious position because of potential counterexamples. But the counterexamples do not preclude a rule against going beyond the available evidence and it is worthwhile making a moral case for such a rule. (shrink)