One of the core tenants of doing business is considering the moral and ethical principles at play in the market. Business are ever more mindful of their responsibilities and, taking into account ease of access to information, they run the risk of damaging their reputation or creating a negative image for the company. This is especially evident in the last few years. Creating best business practices and quality assurance shows that a business is ready to trade in an ethical manner, or to be “socially responsible”. The main purpose of this paper is to further explore the concept of ethical business practices and the moral code of trading in the marketplace. The concept of a moral code in sales has existed since time immemorial though in modern times it has been reformed and adapted to the modern marketplace. This paper will use the banking sector as an example of ethical conduct in the market. It will also explore the role of Croatian NGO “Frank” which represented over 100,000 citizens during the currency crisis created as the Swiss frank grew in value. Similarly, the results of this crisis will be explained and the need for transparency and timely information to clients of all considerations whilst negotiating banking services.