In marketing communication, ethics has a growing place. Unethical behavior has long-term negative effects on consumers and businesses. Ethical behavior is influenced by an individual's ethics, organizational system, organizational culture, and external interest groups. Ethical standards in business are created to facilitate decisions and provide guidance on how to point your business. Companies that have the highest ethical standards are often the most profitable in their profession. The code of ethics consists of the principles, obligations and rules of conduct that every employee should attach to. The role of ethics is very important in marketing decision-making itself, and so in the media. Although most companies act in accordance with laws and regulations, it happens that some of them behave in a socially unacceptable manner. Ethical market communication should be the goal of every good communicator, in relation to employees, to the organization and to the external environment. Examples of unethical behavior in a business environment are not uncommon. Some violations of ethical principles have arisen as a result of ignorance and some are intentional. Ethical behavior depends on the individual's attitudes, his values and the degree of democracy.