The marketing process is comprised of a broad range of complex activities that may involve any number of participants throughout the movement of products and services. Thus, fraudulent, unethical, or questionable practices may occur at any point of the process and potentially involve many individuals. In response to this complex environment comprehensive laws and regulations have been enacted to address marketing fraud. Yet fraud may go undiscovered in the complex marketing environment and gaps exist in the legal coverage regarding a number of questionable activities. Therefore, self-adherence to rigid standards of ethical conduct and demand for other participants in the marketing process to regulate themselves are recommended as important efforts in reducing corporate fraud in marketing.