Abstract: An aqueous acidic or alkaline zinc electroplating solution and process for producing a bright, adherent and ductile zinc deposit on conductive substrates incorporating a primary brightening agent comprising a compound or mixture of compounds represented by the structural formulae: ##STR1## The brightening agent is present in a controlled effective amount to provide a brightening and ductilizing of the deposited zinc plating. The electroplating solution further can incorporate conventional constituents and supplemental additives of the types well known in the art.