As realisation of the importance of doing business ethically is growing, this too is spreading to the marketing domain, and to digital marketers. Digital marketing has brought many new and innovative ways to market to potential and existing customers. Evidencing this, almost 4,000 (3,800) marketing technology tools are now available to marketers. These are increasingly capable and can gather a good deal of information from customers. This, among other drivers has led to a growing need for ethics in digital marketing.