Basically business ethics is a professional ethic that examines and explains theethical principles and corporate effort made by a firm to comply with the global best practice.The implication is that businesses try to evaluate the ethical impact of their business practice if itis in line with the generally accepted business practice standard and socially responsible to thegeneral public. Cateora et al,(2011) explained that ethical principles provide the framework tohelp the marketer or firm distinguish between right and wrong, determine what ought to be doneand properly justify its actions(p. 151).In this case study Hindustan Lever Ltd in a quest to maintain market leadershiplunched series of adverts that portray women with fairer skin as more attractive, happier ,intelligent and higher social status. In fact skin color has been a powerful theme in India andentire Asia with light skin representing positive values for class and beauty. So for HLL to cash