Business Ethics are built on Personal Ethics. There is no real separation between doing what is right in business, and playing fair, telling the truth and being ethical in your personal life. Business Ethics are based on Fairness. If so, the basic principles of ethics are being met. Business Ethics require Integrity.
Integrity refers to whole-ness, reliability and consistency.
Ethical businesses treat people with respect, honesty and integrity. They back up their promises, and they keep their commitments. Business Ethics require Truth-telling. The days when a business could sell a defective product and hide behind the buyer beware defense are long gone. Truth in advertising is not only the law, business ethics require it.