This chapter explores the evolution of consumer autonomy and the impact of technological advancements on ethical marketing practices. It delves into the historical perspective of consumer independence, highlighting the shift from limited choices to the empowerment brought by the digital revolution. The chapter examines the dual role of technology in enhancing and threatening consumer autonomy, with a focus on artificial intelligence, big data, and the metaverse. It also addresses the critical issues of data privacy and security, emphasising the importance of transparency and accountability in marketing. Through case studies of companies like Patagonia, TOMS, and Ben & Jerry’s, the chapter illustrates successful ethical marketing practices. Additionally, it discusses the role of AI in consumer behaviour analysis and the ethical dilemmas of personalisation versus privacy. The chapter concludes with future trends in consumer autonomy and strategies for promoting consumer empowerment through information and transparency.