We can take the simple model of a single exchange between two individuals as a useful way to introduce an ethical framework for marketing ethics. This simple situation in which two parties freely agree to the exchange is prima facie ethically legitimate. The Kantian tradition in ethics would see it as upholding respect for individuals by treating them as autonomous agents capable of pur¬suing their own ends. The utilitarian tradition would take their agreement as evidence that each is better off then they were prior to the exchange and thus, conclude that overall happiness has been increased.