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It is noticed, that the marketing decisions made in the various situations differ, as far as ethics is concerned. Having analyzed these situations, it is possible to distinguish recurrent regularity, which is submitted as determinant factors of decision making process. One of such factors is motivation on both individual and organizational levels, which is distantly researched. The aim of the article is to identify the influence of motivation factor on marketing ethics in Lithuanian media in individual and organizational contexts. Research methods include comparative literary analysis, secondary data analysis, quantitative and qualitative studies. As a research result, a model for decision making in marketing ethics in the context of individual and organizational motivation is defined, influence of motivation factor on marketing ethics in Lithuanian media is measured and evaluated. It is concluded that theoretical precondition that ethical decisions in marketing ethics are possible if a person satisfies physiological needs in Lithuanian media is correct: if physiological needs are not satisfied, it is the most probable that minimal of ethical decisions will be made. It is proven that theoretical precondition that ethical decisions in marketing ethics are possible if a company is on the ethical level of corporate social responsibility in Lithuanian media is correct: in some situations decisions in marketing ethics depend on the financial results of an enterprise and legal practice (obeying the law). [ABSTRACT FROM AUTHOR]