In this essay I will try to explain the use of marketing ethics from the following points of views. The marketing, the political-legislative, and the way consumers accept or reject them as part of the production, advertising and consumption of a product.

Finally, marketers have to take account of society's values because if they don't, buyers may opt for the more socially responsible company.

Marketing ethics is one of marketing variables which are applied in every advertisement, or during the designing, the production and any other kinds of actions which have to be done in order a product to be produced in order to enter the market but also to compete. We can also say that it is a form of legislation which is used to insure that products are produced without harming consumers psychologically, or going against the generally accepted rules of society beliefs and moral values. For example, if a brand wants to produce a CD with English music, will not include in its advertisement that is only for people who know English, because is a sign of differentiation between people who have lack of knowledge.

Laws have to be strict with companies which don't agree with the applied legislations. Governments have also to consider the ideas and the overall ways though which their citizens are thinking (accept or reject). Governments also have the ability to reform, delete and apply new laws if necessary. By using a variety of laws, governments which have the power to predominate over other organisations or interest groups, can firstly protect consumers, and secondly they will prevent companies to attract new customers by using illegal methods of advertising their product's range with phrases, icons and videos which bring them against the society's needs and values.

Every company has to run an extended research using different research methods, for example questioners or through statistics, on how consumers of certain nation accept or reject the ways they as producers advertise a certain product. Citizens of different culture, ideals and moral values might have different ways of thinking and also a different approach of receiving ideas which seams to be not conservative enough for them or if we want to be more specific they don't match their demands.