Ethics in marketing is an area that binds to itself a lot of questions, and consequently, its importance every day growing. Business-driven ethical principles must be a fundamental step in the performance of all company`s activities. Companies have to care about the consequences of his actions on society and on its own employees without whom none of the success would be possible. Despite these findings, the companies do not want to give up advertising which encroach on the psyche of a person, and that in an unethical way they want to acquire the customer, and that ultimately achieved its goal - profit. Such behavior can really bring success, but it can never be the basis for a profitable and properly marketing business in the future. This is supported by numerous examples in which a lack of transparency and unethical business entrepreneurs collapse even biggest business giants. It is important to understand that consumers are now very flexible group, which has access to a rich range of products/services of different price and quality, and in doing so less and less looking at price as an element of purchase. Consumers are increasingly facing the real value of the product for them, but also the value which a product contributes the society which they live in. It is easy to conclude that the behavior driven by social aim and ethical principles is most economical one.