Ethics in marketing deals with the principles, values and/or ideals by which marketers (and marketing institutions) ought to act.  Marketing ethics is also contested terrain, beyond the previously described issue of potential conflicts between profitability and other concerns. Ethical marketing issues include marketing redundant or dangerous products/services    transparency about environmental risks, transparency about product ingredients such as genetically modified organisms     possible health risks, financial risks, security risks, etc.,  respect for consumer privacy and autonomy,  advertising truthfulness and fairness in pricing & distribution. 
Do companies that actively attempt to embed their ethical values into business practice enjoy stronger financial performance as a result?
This report describes research comparing the financial performance of FTSE 350 companies which have a business ethics training programme with those simply declaring a commitment to ethical values. The findings are consistent with previous IBE research presented in Does Business Ethics Pay? , suggesting that conducting business with integrity and fairness is not only the right thing to do, it is also good for the bottom line.
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