This study seeks to explore the role ethical marketing plays in supporting startups in building their brand. A conceptual model was proposed that includes four dimensions of ethical marketing: ethical products, ethical pricing, ethical distribution channels, and sales promotion. The statistical program (SPSS) was used to analyze data obtained from a sample of 1800 customers of a group of startups in the Iraqi business environment, through an online questionnaire. The results indicate a statistically significant relationship between ethical marketing and startup brand building. These results indicate the role of ethical marketing in supporting sustainable brand growth. The study concluded that startups should adopt socially responsible behavioral practices as a means of building consumer trust and strengthening relationships with these companies over the long term.