Abstract
The present work is about emphasizing the importance of ethics in marketing activity and, therefore, in the business. In a globalized world, in which it is not strange to find positions and actions that threaten the human being and its integrity; it´s important to have the values and guiding principles which should be Foundation and backbone of all corporate activities, especially with regard to marketing. Also, it has been shown that ethics and social responsibility generated many profits for the company, which will have a better view by society if the company practices with sincerity profitable values, making the business work a sustainable activity.