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This doctoral project examines the ethical implications of digital marketing in the metaverse with the aim of developing guidelines that promote transparency, fairness, and consumer protection. It investigates ethical challenges such as user consent, privacy, and data transparency while assessing the impact of immersive advertising on consumer behavior and decision-making. The study addresses key research questions at both organizational and consumer levels, exploring how transparent data practices and ethical marketing strategies influence trust, engagement, and loyalty, and how metaverse users perceive issues like data privacy and manipulation. Employing a sequential, mixed-method approach, the project integrates case studies of real-world campaigns, survey-based research to generalize consumer insights, and experimental designs to test causal relationships, ultimately bridging theory and practice to inform responsible digital marketing strategies in virtual environments.