There are unethical ways to try to sell things and get people's attention. And there are ethical ways to do it, such as appeal to people's self-interest. Tell them why this thing is worth their time. Another example is you can make people curious. But only if you deliver on that. It's unethical if you don't actually answer their question once they go investigate the thing. Or it's about something completely else or completely misleading. So I think there is such a thing as highly ethical marketing if you think about it.