Several writers have highlighted the fact that there is greater potential for unethical behaviour in the marketing of services due to the intangible nature of services, and also the deregulation of many service sectors.

The intangible nature of services and the high level of competition among service providers means it can be very difficult for consumers to evaluate service offerings, which leaves them highly vulnerable to influence by sales people and marketing promotions.

It is arguable that ethical behaviour is more crucial to services marketing in order to combat skepticism and gain the trust and confidence of consumers.