It’s important to understand that at the most basic level you get money when you provide something of value to someone.
Zig Ziglar has a quote that is probably the best piece of advice I’ve ever heard regarding earning money -
You can get whatever you desire if you provide enough other people what they desire.
My advice would be to figure out what value you can provide before trying to make money off the internet. Too many people approach the internet with either fear (i could never do it - its too difficult) or greed (i’ll make a million in my first 3 months without working hard). That gives you a natural leg up. The internet provides you with a lot of opportunities (none more appealing than the ability to make money off whatever area/niche you desire) - However, working hard to create a website and product that provides value to customers is essential to make the most of the opportunity. And, if you choose wisely you can do something you love for a living and get rich off of it.
As far as ethics, there are very few (if any) businesses that survive without ethics. If you are looking to build a sustanable business its crucial to create trust and a relationship with customers and a strong company dna that includes good ethics and respect for customers is necessary.