Business communication is a mutual interaction among the participants of the communication process with the aim of achieving and/or facilitating improvement in business results. It represents a form of informal communication within a particular organization among working groups and other business entities. When establishing business communication, it is important to gather all information about clients we communicate with as well as to establish a correct way of communicating. Unlike the 20th century, in the 21st century business communication becomes a two-way and multi-directional communication which brings many risks of ethical nature. In terms of ethics, one should focus on differences in business communication which occur due to cultural barriers such as ethnocentrism, xenophobia, stereotyping and cultural pluralism. Ethics is the study of morality and helps understanding the moral action. In the area of business ethics the diversity of clients has been accepted and also respected in order to improve the business activity of the company. Having that in mind, one should not manipulate data or distort the truth. Legal ethics and communication ethics represent two important links within the field of business ethics. Legal ethics covers the area of human rights and codes which encourage the development of communication of individuals and make them reflect upon the ethics and morality. Within the codes notions such as loyalty, independence, professionalism and objectivity are of great importance. When referring to human rights, we think of the rights of every human being regulated by the Charter of the United Nations. According to the Charter, every human being has the right to self-determination, freedom, property and life. The next area of ethics that is extremely important is communication ethics. Nowadays, an area which studies the set of traditions and customs based on kindness, logic and ethics exists and includes the rules of conduct that one should follow in the society. Such rules of conduct represent basic etiquette. This area is considered to be extremely important and the constant study of the area in the business world enables us to represent ourselves in the best way, including both business and private aspects. As the world changes, the rules of behavior, which one needs to adopt, change, 38 too. Business ethics in Croatia appeared in 2005 when the Croatian Chamber of Commerce and UNDP’s Global Compact launched the project “The Code of Ethics in Business” which promoted ethical business. The code has been adopted by 400 companies in Croatia.