There is a longstanding debate amongst critics and proponents of reputation management services as to whether it is has a net positive or net negatvie effect on the Internet and society. Whilse some allege that these services are “gaming the system”, I would contend that people have every right to publicize themselves in a way that is flattering, or at least not demeaning. To the question “is it ethical?”, I would respond “is it ethical to advertise on TV and radio?”
http://www.computerworld.com/s/article/9060960/Online_reputation_management_is_hot_but_is_it_ethical_