INTRODUCTION 
    
     Ethical marketing is about making 
     marketing decisions that are morally right. 
     The morality of the marketing decision can 
     be seen in any part of marketing including 
     sourcing of raw materials, staff employment 
     and product advertising and pricing. 
    
     Unethical marketing can send wrong signals 
     about the products and services, destroy 
     the brand’s reputation, and possibly lead to 
     legal problems. This explains why the 
     companies should avoid unethical practices. 
    CODE OF ETHICS IN MARKETING
    1. Responsibilities of the Marketer  
    (i) Marketers must accept responsibility for 
     the consequences of their activities. 
    (ii) They must make every effort to ensure 
     that their decisions, recommendations and 
     actions are able to identify, serve and 
     satisfy the customers, organizations and 
     society.
    2. Honesty and Fairness
     Marketers should be honest and fair in 
     serving consumers, clients, employees, 
     suppliers, distributors, and the public.
    3. In the area of product development 
    and management
    (i) Disclosure of all substantial risks 
    associated with product or service usage.
    (ii) Identification of substitution of any 
    product component that might materially 
    change the product or impact on the 
    buyer's purchase decision.
    (iii) Identification of extra cost-added 
    features in the product.
    4. In the area of promotions
    (i) Avoiding of false and misleading 
    advertising.
    (ii) Rejecting the high-pressure 
    manipulations or misleading sales tactics.
    (iii) Avoiding sales promotions techniques 
    that use deception or manipulation.
    5. In the area of distribution
    (i) Not manipulating the availability of a 
    product for the purpose of exploitation.
    (ii) Not using coercion or threat in the 
    marketing channel.
    (iii) Not exerting undue influence over the 
    reseller's choice to handle a product.