Internet businesses have a large share of global and domestic markets, which are both small and large markets, and they operate from any stratum in Internet businesses, which can be small and limited activities or extensive activities such as company activities and or international holdings. With the increase in the activity of internet businesses and the growth of their market share, the possibility of anti-competitive actions by some of these businesses or the claim of anti-competitive practices by competitors or other persons will increase. In this situation, due to the specific requirements of the e-commerce field and its emerging nature in Iran, the application of competition law rules on the performance of internet businesses will face new challenges. This article, with a descriptive and analytical method, tries to examine the concept of ethics and philosophy of ethics, business ethics, the differences between ethical requirements and legal requirements, the concept of advertising and its importance, and ethical issues in electronic commerce from the perspective of protecting consumer rights and examining the status of protection It has the rights of consumers in advertising in the law of electronic commerce. The results show that since it is desirable to improve the efficiency and well-being of consumers in any market, in principle, competition regulations can be applied in all markets, unless a specific market is excluded from the scope of these regulations for a justified reason.