he world today is living an unprecedented situation, due to the digital transformation. The phenomenon that influenced organizations especially on the transformation process itself Morakanyane et al. (2017).The new digital era is characterized by the widespread use of the internet, this powerful tool that allows organizations to reach their prospective customers.

This new digital market is a fertile ground for organizations, full of opportunities, to communicate and to reach people worldwide. Marketing is the function that has the most interactions with stakeholders, especially costumers. And it happens for this function to be referred to as manipulative and dishonest by affecting consumer sovereignty, and not really contributing to the welfare Marino, V et al (2020).

Marketing ethics is the branch of knowledge that studies how ethical or moral standards are applied to marketing decisions Abdulnasir AM (2015), same goes to all marketing branches and types. As the subset of business ethics, marketing ethics is also defined by Laczniak (2008) from a normative perspective, as practices that emphasize transparent, trustworthy, and responsible personal and organizational marketing policies and actions that exhibit integrity as well as fairness to consumers and other stakeholders.

It is also described as the field of applied ethics that deals with the ethical principles behind the function and regulation of marketing Alshurideh, M, et al. (2016). A new field for marketing means new practices, and new practices raises new ethical issues ErkanÖzdemir(2010).

In addition, ethical issues with e-commerce aren’t much different from traditional commerce. However, ethical issues now have a many-sided nature, different expressions and scopes due to internet. The main objective of this paper is to first highlight the specificities of targeting in digital marketing and second emphasize unethical practices about kid’s targeting that emerge in digital marketing.