Marketing ethics is an applied field that explores the moral principles guiding the operation and regulation of marketing. It generally divides into positive ethics, observing existing practices like fraudulent advertising, and normative ethics, which uses frameworks such as utilitarianism to dictate how marketing should be conducted morally. Analyzing ethical issues often employs frameworks focused on values (like honesty, exemplified by the American Marketing Association Code of Ethics), stakeholders (such as consumers or society), or specific marketing processes. A critical dimension is the power dynamic between buyers and sellers, which can shift from "buyer beware" (caveat emptor) to "seller beware" (caveat vendor) depending on market conditions and legislation. Finally, a common anti-marketing stance argues it's inherently unethical, potentially damaging personal autonomy, harming competitors, and manipulating societal values by promoting excessive consumerism.