Ethics is a choice between good and bad, between right and wrong.
It is governed by a set of principles of morality at a given time and at a given place. Ethics is related to group behavior in the ultimate analysis, setting thus the norms for an individual to follow in consistence with the group norms. Advertising too, has its ethical values. Advertising communications may be artfully presented facts but the same are subservient to ethical principles. In order to be consumer-oriented, an advertisement will have to be truthful and ethical.