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Business ethics is one of the most complicated and contentious subjects in the human history. The relationship between doing the right thing and making money has been debated upon by both academicians and business leaders for years with a little consensus reached. In today's world, ethical business practices are more important and necessary than ever because of growing competition, substitutes, innovation, strategies etc. It is notoriously difficult subject because everyone has subjective judgments about what is "right" and what is "wrong". Ethical marketing entails making honest claims and satisfying the needs of potential and existing customers. It boosts credibility and trust, develops brand loyalty, increase customer retention and prompts customers to spread the word about the products or services which we are marketing. Ethical marketing is less of a marketing strategy and more of a philosophy. It seeks to promote honesty, fairness and responsibility in all components of marketing. Ethical marketing is not a hard and fast list of rules, but a general set of guidelines and principles to be followed and to assist companies as they evaluate new marketing strategies. Unethical marketing practices on the other hand is as bad as a plague which can send wrong signals about our products and services, destroy our brands, reputation, image of the business and above all possibly lead to legal problems and finally a failure to shutter down our business. Those companies who use unethical means to gain a competitive advantage especially unethical advertising can gain in short run but in the long run, they fail to uphold their business. Unethical practices are common now-a-days. These unethical practices may include intentionally evoking rage or sadness to manipulate consumer decisions, using fair tactics, targeting disadvantage people or tricking customers into buying a product or services. Misleading statements, distorting facts, making false or deceptive comparisons about a rival product, inciting, exploiting, stereotyping, disparaging, plagiarizing and the like are all unethical marketing practices in the present day world. Avoiding unethical marketing practices can help a business to avoid consequences such as losing the good faith and loyalty of customers and jeopardizing profitability. Such type of unethical marketing practices does not have been seen only in manufacturing and service sectors but a great level of unethical marketing practices has also been observed in fresh fruit industry especially in Indian sub continent. India is the fifth largest apple producing country in the world. Marketing plays an important role in apple fruit industry with respect to its net income returns. The ethical marketing system for apple fruit industry is highly demanded and required for its sustainable growth and development at global as well as at regional level. From the pre-production stage to the consumption stage, all the components of marketing are unethically followed by respective businessmen, be it a pesticides, fungicides, insecticides. Chemical fertilizers, packing, cold storage, transportation, insurance or selling, at all stages unethical marketing practices have been seen. The cream is always taken away by the middlemen at every stage and finally the grower becomes the main victim of all these unethical marketing practices, as if the system has got legal sanction from the government to follow such unethical marketing practices. No agency- government or private are serious about to overcome these unethical marketing practices which needs to be deliberated and debated upon so that the system may be put on the right track.