I make a distinction between "marketing" and "recruiting." Personally, I have no problem with schools doing open houses, group tours, etc. with the ability to emphasize, instead of ignore, athletics. If Public High School wants to have an open house and invite any kid in the county to attend, I'm fine with that. And, quite frankly, the only schools that likely will object are the ones that don't have the resources to do even that or the private schools that are already doing it. As part of "marketing," schools also could tout their athletic programs via social media - which they already do to a certain extent. But, they could take it a step further in my mind.
I do have a problem with recruiting by schools and coaches. I recognize the practical reality of trying to police kids talking up their program/coaches with their peers. I look at recruiting as an effort by a school or coach to target a specific kid who is not otherwise zoned to attend that particular school. That's where I draw the line.