Marketing practice is now busy integrating the potential of information and communication technologies through the utilization of databases and Internet marketing. Billions of potential consumers can now be reached this way. Nevertheless, a brief observation of the practices of marketing on the Internet show that some firms implement aggressive actions such as pop-ups, deceiving banners and hyperlinks and other forms of intrusive mechanisms which impinge on personal privacy. As technology moves from desk based PC applications to mobile communications, there is potential to become even more intrusive, with the possibility of local tracking (within a 50 metre radius of a food or retail outlet). Given the fact that such powerful devices will become the norm within two to five years, we advocate that firms that wish to differentiate themselves from their competitors will have to turn to marketing ethics in order to gain and keep consumers.