This final paper project explores ethical aspects of advertising more oriented towards analyzing and evaluating the subjects that are object of the given investigation related with market promotion as par excellence advertise practices in this pivotal business discipline. The introduction problematizes increasing significance of ethical issues in contemporary advertising and investigates how various unethical practices impact consumers and society. Business ethics is defined as the foundation for understanding the moral dilemmas in market place that advertising can provoke. Furthermore, the paper examines historical development of business ethics and its role within modern business, emphasizing the importance of leadership in promoting ethical standards. In the chapter on marketing and advertising, definitions of advertising, categories, channels of market communication, and consumer reactions to different marketing strategies are discussed. Special focus is placed on the ethical aspects of advertising in the Republic of Croatia, analyzing national codes of ethics and advertising regulations. Specific topics such as hidden advertising, deceptive practices, subliminal messages, and the portrayal of women and children in advertising are discussed, alongside an exploration of controversial campaigns and societal responses to them. In the practical section, examples of best practices in ethical advertising are analyzed, including the role of regulatory bodies and organizations, and strategies for enhancing ethical standards in the industry. Finally, the conclusion summarizes the key findings of the research and offers guidelines for further research and practice in the field of ethical advertising.