In common usage within western culture the concept of deception is heavily loaded and induces a strong negative emotional response in many people.
It often gives rise to a range of stereotypes concerning ethicality and lying. It is therefore entirely and necessarily appropriate that the ethics of employing deception are considered carefully by anyone that seeks to use it in a professional context.
...although deceivers face many uncontrollable contingencies which threaten their plans, deceptions almost always result in advantages for those who attempt them.”
Daniel, Herbing, Reese, Heur, Serbin, Moose, and Sherwin (1980, p. 2)