The purpose of this paper is to provide an introduction to the ethics in advertising by defining basic concepts. Ethics dates to ancient times and deals with the behavior of people by setting certain rules and ethical principles that guide human behavior. In advertising ethics is quite controversial, regardless of the fact that there are principles and values already set, they differ depending on the individual, culture or organization. One of the goals of this study is to explain the impact of consumers on advertising, as well as the impact of advertising on consumer attitude. Special attention has been given to the types of unethical advertising, such as: false and misleading advertising, subliminal and covert advertising, advertising directed at children and young people, and comparative advertising.