This paper illustrates the complex yet unbreakable connection between business ethics and the implementation of marketing activities. In the way in which today's companies operate, ethics is becoming increasingly important as an essential component of the vast majority of companies that want to meet the increasing expectations and demands of their consumers. Through a theoretical framework and concrete examples, the paper shows how ethical values shape the brand perception of a particular product or service. While writing the paper, a descriptive method was employed to describe key concepts such as ethics and marketing, as well as a compilation method, which means that the conclusions of various authors who have studied the same or similar topic have been used. Throughout the paper, the concepts of ethics and marketing are constantly intertwined, and this is presented as one unbreakable connection between concepts and an indicator of successful business operations. In addition, the paper highlights the importance and credibility of companies in today's business environment. Examples are used to explain the connection between business ethics and the implementation of marketing activities.