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The Role of Ethics in Marketing. Ethical marketing refers to a marketer's responsibility to ensure all marketing activities adhere to core ethics principles, including integrity, humility, and honesty — both internally, and externally. To further recognize the difference between internal and external marketing ethics, let's consider an example. According to the report, the retail giants copied the measurements of John Miller shirts down to the neck circumference and sleeve length to attract customers to Amazon's original products. In the letter by the US lawmakers, addressed to Amazon CEO Andy Jassy on Sunday, the lawmakers asked Amazon to provide "exculpatory evidence" to corroborate.