We need marketing to be ethical because ethics is the basis of a trustworthy business/economic system. A business that honestly portrays itself, as well as their products and services, builds trust between themselves and their customers. An enterprise that misleads consumers in any way, and is caught doing so, weakens the integrity of the business/economic system. People begin to question the motives and practices of companies. This affects their purchasing decisions and leads to actions against business enterprises that affects their sales and profits. Lack of ethics leads to increased litigation and the use of financial and other resources to engage in legal battles. If ethical practices were always followed, these resources could be put to more productive use to bolster economies.