Ethics in contemporary times has a crucial significance and role in everyday business. The issue of ethics in marketing, as the leading organizational division, business philosophy and a separate business concept, is specifically considered. Marketing integrity integrates all activities and policies related to marketing elements: product, price, distribution and promotion. The price policy aims to improve the quality and performance of the organization's goals, but it also emphasizes other functions on the side of producers and consumers. In order to maximize profits, manufacturers often conduct price manipulation that is contradictory to the ethics in pricing policy. Such examples are everyday, and some of them are false prices, cost-effective packaging, direct sales and the like. Consumers are still considered to be very vulnerable to these manipulations, but such business is contrary to the company's sustainable business. Also, efforts are increasingly being made to protect and inform consumers, as well as to tighten business conditions, so it is expected in the future to minimize the effects of manipulative prices and unethical behavior in this area.