Introduction The Internet has received a great deal of media attention lately due to its tremendous growth in use by both consumers and businesses. The unique capabilities of the Internet have captured the attention of the marketing community. Although a growing number of companies have or are interested in developing a presence on the Internet, there still remains much uncertainty about it and the potential ethical problems associated with its use as a marketing medium. Although many businesses recognize the importance of a website, the potential ethical issues related to Internet marketing still present uncertainties in this situation. Much less attention has been given to the business community's perception of the ethicality of this new medium. The unique interactivity of the Internet has captured the interest of the marketing community as a way to develop and improve customer relationships and establish greater brand identity. Therefore, many commercial services have become available on the Internet that allow consumers and organizations to interact electronically. These services include booking airline tickets online, purchasing books and compact discs, and receiving stock market information. Although the number of consumers and commercial organizations navigating this “information highway” is growing almost exponentially, the benefits of the Internet are not without drawbacks. Ethical Issues Privacy Privacy is the condition in which someone's personal information cannot be documented and used by others (Parent, 1983). Privacy has been and continues to be an issue of significant concern for both current and potential e-commerce customers. The following... middle of the paper... seeks to ensure Internet security. More practically, marketers need to try to target consumer groups more accurately. Minimizing unwanted contact with consumers can reduce the intensity and visibility of some dimensions of privacy concerns. Finally, marketing researchers must attempt to define privacy at an operational level. Much has been said and written about consumer privacy, but we still have little understanding of what information consumers consider private, why they consider it private, and whether this set of information changes depending on the situation or in response to other factors. Works CitedStead, B. A., & Gilbert, J. (2001). Ethical issues in electronic commerce. Journal of Business Ethics, 34, 75-85.Foxman, E. R., & Kilcoyne, P. (n.d.). Information technology, marketing practices, and consumer privacy: Ethical issues. Journal of Public Policy and Marketing, 12(1), 106-119.