What are the role of ethics in marketing?

Marketing is fast paced industry that focusing on putting the best image forward of a product or service. However, marketers must still be truthful about their products so that ethical issue will not arise. For, example a company should not make outlandish claims about a new product. Additionally, marketing should not try to stress consumers to purchase a service. For example, the company shouldn't target the elderly for services that are not helpful to them.