Abstract
Aims: The aim of the research was to examine the rise in unethical sympathy-based marketing due to covid 19.
Method/design: The study was conducted through primary quantitative research in which 200 professionals in marketing from the United Kingdom responded to the Likert scale-based questionnaire.
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In the past, it was the norm of companies doing unethical marketing by stating false facts and figures, exaggerating the qualities of their products and services, and claiming unverified facts like cigarette smoking gave an active lifestyle (Gupta and Srivastav, 2016). Brands change the facts and mislead their customers, which is an unethical practise that is being used to boost sales and revenue (Zarrad and Debabi, 2015). The reason the brands and companies are misleading their customers is that they know that it will be difficult to sell the products if the client knows everything about the product. According to David, Boniface, and Christian (2018), companies mask the dark sides of their products. However, showing too much of the good side through service and product is also bad.
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