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Ethical marketing has gained popularity in recent years due to the increasing participation in ethical consumerism. Today, consumers are more concerned with the impact of their purchases on society and the environment. Furthermore, the responsibility of implementing and pursuing ethical marketing falls on marketing firms and professionals.

This chapter's main case study focuses on the food industry, and mini case studies have been used to bring out the ethical misdeeds. The selection of the food industry as the choice case study is based on the fact that it is a global multi-billion industry with long-term health implications for consumers. However, some of the huge profits being reaped by the firms have been associated with unethical marketing practices which have had negative effects on the consumer. The firms that have utilised these unethical marketing practices have provided lessons that their counterparts can take a cue from as they engage in various marketing activities. This chapter has reviewed the scope of ethics in marketing, together with the various concepts and theories that are important in ethical marketing. This chapter further elaborates on the indistinctiness between ethical marketing guidelines and government regulations. Guidelines for achieving ethical marketing have been provided by the setting of ethical marketing standards and subscribing to ethical codes of conduct. Although government regulation is a good tool to ensure that marketing is conducted ethically, what may be defined as legal might not be outright ethical or moral from an individual's point of view. In summary, marketers have to strike a balance between using ethical marketing practices and making profit.