The idea of ethics in marketing often centers around the idea of truth in advertising. That is, does the advertisement help to increase sales of a good or service without directly and intentionally misleading the customers? To be ethical, a marketing agency should employ all the known effective advertising techniques that do not seek to increase sales based on false claims, misleading statements, or appeals to fear or hate.
The bets ads make us laugh or think or even just watch and focus on the message without telling the audience something that isn't true. All this being said, there is a limited amount of ethical practices in marketing today. The quest for ever higher profits puts undue pressure on every part of a business, the marketing team included, and this often leads to unethical practices.