Abstract Along with China’s stunning economic growth, marketing has become a multi-billion dollar business, afflicted by a plethora of marketing scandals. However, little attention has been paid, until now, to a more systematic approach to marketing ethics in China. This essay attempts to provide a broad and timely, but far from complete, view on marketing issues in China. It uses four ethical guidelines which capture the fundamental features particularly relevant to marketing activities: practicing honest communication; enhancing human capabilities; fostering creative (...) intercultural diversity; and promoting sustainable growth and eco-efficiency. These guidelines are then elucidated with 12 positive and negative cases of Chinese and non-Chinese companies. By combining guidelines with case studies, it is hoped that ethical challenges for marketing in China will be discerned in a more systematic and comprehensible fashion. The article concludes by indicating several perspectives for further research. Content Type Journal Article Category Original Paper Pages 1-20 DOI 10.1007/s13520-011-0014-0 Authors Georges Enderle, Mendoza College of Business, University of Notre Dame, Notre Dame, IN, USA Qibin Niu, School of Business Administration, China University of Petroleum, Changping, Beijing, People’s Republic of China Journal Asian Journal of Business Ethics Online ISSN 2210-6731 Print ISSN 2210-6723. (shrink)