Nowadays, ethics plays an extremely important role in business operations. The reason for this is that ethical issues and ethical behavior have a direct impact on the entire operation of the company. Due to the constant development of the market and increasing competition, companies often encounter moral and ethical dilemmas, all in order to achieve higher income. Companies that adhere to and apply ethical principles in business retain consumer trust in the long term. Ethics is also important in the relationship with employees, so by respecting the work and effort of employees, by constantly investing in the education of employees, they are made to know that they are respected and valued. Ethical behavior in the HEP group is implemented in every single activity carried out in the company and is visible in the code of ethics and socially responsible business practices that HEP has been practicing for years. As a public company, HEP Group's operations are open to the public, the media, and customers, where it has strong communication with consumers and meets the highest ethical standards. The subject of this work is ethics in marketing on the example of the HEP group. The aim of the paper is to explain the importance of ethics in marketing as an important segment in the company's business, based on the analysis of the HEP Group's operations and the processing of the available literature.