Digital marketing ethical issues, which cover a wide area including data collection, targeted advertising, content creation and social media interaction, are multifaceted, especially for consumers, and significantly affect both businesses and consumers. The importance of digital marketing ethics stems from its role in protecting consumer rights, creating long-term brand loyalty and preventing reputational damage. Digital marketing ethics require actions to be fair, transparent and respectful to consumers, and to apply moral principles to the digital marketing environment. Thus, it plays an important role in creating trust between businesses and consumers by ensuring honest communication, protecting privacy, and avoiding deceptive and misleading practices. However, problematic areas such as data privacy violations, manipulative tactics such as clickbait, misleading advertisements and opaque algorithms continue to damage consumer trust. In addition, determining and implementing the general framework and principles of influencer marketing raises an important ethical issue. In addition, although the use of artificial intelligence (AI) in digital marketing is effective, it poses challenges in terms of fairness, discrimination and transparency in the automated decision-making process. In short, while ethical digital marketing increases brand reputation and consumer satisfaction, it has become imperative for concerns such as privacy, transparency, and responsible AI use to be comprehensively addressed and implemented in digital marketing for companies to develop a sustainable and trusting relationship with consumers.