In this paper, we are particularly interested in the level of ethics that is being pursued in the insurance business. Considering the business ethics of insurance companies in the Republic of Croatia, the emphasis will be on the ethics and quality of the sales network. Non- ethical business contributes positively or negatively to the reputation of a company that depends primarily on the quality of the sales network. The cause of the loss of more than 60% of the insured does not lie in the insurance service itself, but in the distributor or intermediary. Taking into account this hypothesis, not to neglect the business ethics of the entire business of insurance companies, we come to the conclusion that the business ethics of insurance brokers show the business ethics of the insurance company. These are the first impressions that both, the prospective and the existing insurers are gaining in insurance companies and that depends largely on the decision to accept the offer/the police and the continuation of the insurance with the existing insurer.