Question: Describe the ethical issues in marketing. Marketing ethics encompass the marketer's standards of conduct and moral values. Each element of the marketing mix raises its own set of ethical questions. Ethics in product strategy may involve quality and safety, packaging and labeling, and pollution. Ethics in distribution may involve territorial decisions. In promotion, ethical issues include honesty in advertising and promotion to children. Pricing may raise questions about price fixing and discrimination, increases deemed excessive, and deceptive pricing.