An ink level control for a printing press is disclosed having an ultrasonic ink level sensor (30) to receive an echo signal representative of the level of the ink in the ink fountain. A control is provided whereby the ink level is maintained at a desired operating level and conditions of excessively low and high ink levels are also detected by the sensor. An echo loss detection network (110) is provided to warn the operator and inhibit ink feeds. The control is designed to prevent overflow of the ink fountain (12).