Introduction Norms can simply be defined as conventional standards that a society or professional organization is expected to maintain. Marketers should put in mind that they are serving the greater economy as whole and as such they should endeavor to do no harm. The laws and regulations of the society should be followed. Choices made by marketers should be within the law. To ensure that the marketers do not hurt the customer they should be well trained and experienced so as to add worth to their organizations and clients. This will leave the customer more satisfied and attract more investors to the organization. Discussion Customer trust is very vital in any marketing system. To build trust the customer should not be told lies or misled about the products in the market. Marketing information about goods and services should not be deliberately deceptive to the customers. Ethics requires that a relationship should be built in such away as to provide for just consideration of customer complaints. For efficiency in the trade there should be nurturing of good faith. Marketers should practice ethical values that are part of the ethical norm in the marketing industry. Ethical values include respect, responsibility, fairness, openness and respect. Ethical values play big role in fostering and improving the confidence of the end user. Ethical values require the marketer to stand behind their products if they fail to deliver to their mentioned benefits. They should always practice responsible behavior by accepting the outcome of their marketing decisions and policies. Marketers should always put in mind the needs of the customer. The interests of the seller should not outweigh the needs of the customer. So as to balance between the two it is mandatory for the marketer to be fair. There should be neither price fixing nor sales manipulations that are intended to hurt the customer. As matter of being open the marketer should always disclose the real list price of the available products this will reflect transparency in the marketing process. It is unethical for marketers to participate in racial profiling or stereotyping customers. Individual differences should always be considered when doing promotions in marketing. Therefore, the customer should be treated with respect. (Illinois. Institute of technology, 2008). In order to be considered ethical products should be fairly traded and this means that there should be equitable trading agreements. There should be cooperative trading principles and not competitive trading principles, fair pricing is a factor that marketers have to put in mind (Shaw D; Shiu E IgentaConnect 2008). Marketing nowadays encompasses environmental awareness. It is therefore, ethical for marketers to play the pivotal role in ensuring that products produced are environmentally sound and produced under publicly acceptable surroundings (forbrug.dk 2005). Although the products are required to be environmentally friendly, they are also required to be safe for human consumption. For instance, it was unethical for China to market their eggs abroad which were found to contain traces of harmful chemicals. Message communicated during marketing sh