Ethics comes from the Greek word "ethos" which means customs, behavior or character, but it also means values and rules that should be respected in the daily life of an individual. In recent times, ethics has been an increasingly common subject of conversation among individuals, so theorists are also involved in the research of this subject. Ethics first appeared in business in the sixties of the 20th century, and at that time it represented workers' rights, civil rights and fundamental human rights. INA d.d. recognized that business ethics is important for a company to operate successfully and fairly both on the market and within the company. which has issued its code of ethics according to which it operates on a daily basis and which all its employees, suppliers, partners and all those who enter into any kind of business relationship with it must adhere to. If we look at ethics in marketing, unfortunately there are not many examples from the Republic of Croatia, but the paper presents two foreign companies that use ethics in marketing in order to contribute to the development of the entire civilization and help those who need it the most. Two foreign companies that will be mentioned in the paper are Toms and Dr. Bronner's. The paper presents the results of research with the aim of examining the knowledge of the concepts of ethics and morality. The thoughts of respondents in the Republic of Croatia are presented. The survey was conducted using Google forms, and 145 respondents participated in the survey. According to the results of the research, it is evident that the majority of respondents are familiar with the term ethics and what it means, but 68% of respondents answered yes to the question of whether every entrepreneur should act according to ethical principles in every situation. The majority of respondents believe that ethics is something that originates primarily from the family or from the personal upbringing of an individual. The survey of different groups of respondents showed that the majority of respondents still do not know what exactly the term morality means, and what it actually represents both in the life of an individual and in business.