Identify one ethical principle in business.

Honesty in advertising and communication is a fundamental ethical principle in business because it fosters trust between companies and their customers. When businesses engage in truthful advertising, they provide accurate information about their products and services, allowing customers to make informed decisions. This principle not only upholds the integrity of the company but also protects consumers from deceptive practices that can lead to dissatisfaction and loss of trust. By prioritizing honesty, businesses can build strong relationships with their stakeholders, enhance their reputation, and promote a fair marketplace, ultimately benefiting both the company and the customers.

In contrast, the other options represent practices that can compromise ethical standards. Profit maximization at all costs suggests a disregard for moral implications, keeping trade secrets can lead to questions about transparency, and manipulating market prices undermines fair competition, all of which can damage a business's credibility and relationships in the long run.