An ethical business means to me a clean relation with the people in your environment. In your business, you have to act ethically, so your partners will do the same. For example, you do not try to steal the clients of your partner, it is not clean, that will not make you friends. Ethical business can also mean to act fair play with your clients. For example if you have a client since ten years, it is ethical business to make him better prices. It is a way to show your respect when you make your clients happy with your ethical business.