Business ethics refers to the principles, values and moral standards that guide the behaviour and decision-making of a business organisation. It determines what is considered right, fair, honest and responsible in business activities. Business ethics is concerned not only with earning profits but also with treating customers, employees, suppliers, competitors, government and society fairly. In retailing, business ethics is particularly important because retailers directly interact with consumers and influence their purchasing decisions. One important ethical dimension of retailing is honesty in advertising and promotion. Retailers should provide accurate information about products, prices, discounts, quality and benefits. Misleading advertisements, false claims, hidden conditions and deceptive discounts can exploit customers and damage their trust. Retailers should ensure that promotional practices are transparent and truthful. Fair pricing is another major ethical issue. Retailers should charge reasonable and clearly displayed prices and should not engage in unfair pricing practices. Excessive exploitation during emergencies, hidden charges, price discrimination without a