This document summarizes a session on moving from unethical to ethical marketing practices in the addiction treatment industry. It discusses how one treatment facility successfully transitioned from questionable online tactics like black hat SEO to more authentic strategies. This included eliminating spammy microsites, focusing websites on users, cleaning up backlinks, and removing bait-and-switch practices. The session aims to help others in the industry recognize the motivations and impacts of unethical marketing, and how leadership can guide companies to adopt genuine, transparent strategies that build reputation and loyalty over the long term.