The ethics could be found in all the fields of the marketing functions and in all the marketing activities. The ethical problems could emerge in the fields of studies and modelling of all the elements of the marketing plexus. The purpose of this paper is to explain the ethical issues a company meets while operating. The basic issues of the business ethics are the nature of the corporation, the corporation work and the future corporative ethos. The objective of this paper is to pinpoint the importance of ethical business of any company. The marketing managers are aware of the fact that an ethical business is connected with the orientation towards the clients. In addition, they are aware that only the corporations that operate ethically would be known as a reliable partner to the clients. Today, the main objective is to operate ethically. The subjects of business ethics are the ones responsible for businesses. These are comprised of individuals, legal entities, business culture, manners of work and business circumstances. They would all need to know how to answer the basic ethical questions. While working, the managers, but also the employees, meet the problems of ethics in the marketing. The problems with the items, the prices, distribution and communication could emerge. To cope easily with the ethical problems, every manager should develop the consciousness of the employee about the importance of the ethical behaviour and encourage it.