Topic of the final paper is ethics in advertising, advertisements, ads and in communication with consumers. Ethics, as a branch of philosophy, is very important in deciding how advertisers should attract customers but not to violate the morality of society and individuals. Advertising as form of communication and transmission of messages began to be used in the time before the spread of print media, when the oral tradition played an important role in the marketing of crafts. After expansion of print media, and the invention of radio, telephone, television and computers, there has been a real flood of advertising in various media and on different places. In order to attract the attention of the public, advertisers use striking and shocking ways of advertising. Because of use of manipulation, there are also problems related to communication. Some of the problematic examples in advertising are misleading advertising, comparative, covert advertising, subliminal messages, controversial advertising and advertising directed at children as a target group of advertisers. Children are the most vulnerable group because of the fact that they have the slightest criticism of media content and advertising. Therefore, the society sets a task for advertisers to stick with the principles, values and standards of the profession, which deals with ethics in marketing and advertising. Due to the general manipulation and desire for profit, ethics and codes of ethics of the profession become necessary rules which regulate decisions in the media and in society.