Monitoring marketing ethics has become crucial nowadays as they act as long- term techniques of brand building, trust building and word of mouth. Business ethics is an important element of a company's marketing activities in the context of building a company's good reputation and customer relationships. These techniques allow them to optimize the presence of a product or service, potential customers, and sales. Marketing ethics is oriented towards ethical marketing principles and standards that demonstrate acceptable marketing behavior. Ethical marketing is a vital part of the marketing definition, which makes it truly key to understanding. Marketing ethics nurture honesty and integrity in all their ads. Any false claims against customers, invading consumer privacy, creating stereotypes and targeting vulnerable audiences (such as children and the elderly) are considered unethical. Even an attempt to tarnish the image of a competitor is considered immoral. The analysis of the application of ethics in Leda's marketing activities and all its segments shows a good construction of Leda's ethical values in relation to target markets, marketing mix, competition, employees and the environment. Ledo respects all moral principles and applies them in its business, and by adopting and applying its code of ethics, Ledo justifies its positive perception by the general public as well as its positively built reputation.