Do you think Marketing should be Ethical ? If Yes then what kind of marketing is unethical?

I think marketing always should be ethical but in today's competitive environment, all the company wants to achieve their targets and wants to be number one in each industry or they want to earn high profit that's why they cheat most customers by spreading wrong information about the product and doing wrong marketing, on the other hand sales people wants to complete the targets that's why they also say lie and due to all these factor unethical marketing happens in most companies.