Objectives:
Its aim is to justify the need for renewed scientific reflection on the issues of ethics and axiology in contemporary business, paying particular attention to the sphere of sales and services.

Material and methods:
The research methodology used in the preparation of this study was subordinated to its main goal. Due to the theoretical and controversial nature of the article, non-reactive methods were selected for research. Content analysis of written and oral messages (disseminated via the media) and the desk research method, which involves the analysis of secondary sources, were used. The research procedure consisted of searching for information, collecting and analyzing the obtained data. The content of documents supplemented on an ongoing basis was compared with previously obtained materials. The sources of information used to write this article are interdisciplinary in nature. This is primarily scientific literature in the field of ethics, corporate social responsibility (CSR), sales promotion and marketing. The method of scientific inference was inductive. The descriptive analysis method was also used.

Results:
A feature of modern sales activity is that it is not always integrated with the needs of stakeholders. This is contrary to ethics and the principles of corporate social responsibility.

Conclusions:
Unethical ideas, behavior and actions must be vigorously opposed. Even seemingly minor manifestations of manipulation or actions, even those bordering on morality, may ultimately lead to further escalation of various types of abuse. company management should use a system of incentives for employees and control their activities. This should be achieved by clearly defined rules indicating the rightness or wrongness of specific conduct in the company.