This paper deals with issues related to advertising ethics that are increasingly present today. Today's advertising channels are diverse and are ubiquitous. Wherever we turn, we can see some kind of advertising whether it's television, work, internet, print, or external and internal advertising. There are often disguised messages that often point customers to buy, and we are increasingly encountering advertising that is not ethical. The aim of this research is to deal with aspects of business ethics in advertising. Strategic decisions, behavior toward buyers and suppliers, moral principles and values that determine the individual within the organization are at present a form of ethical behavior. Organizations are faced with various ethical dilemmas that ask whether they will be fair and just and well for all involved parties. Ethics is more and more associated with business, and most important for one organization is responsible advertising so that their consumers will not be cheated. By adhering to ethical rules, the competitiveness of the organization can be dictated by dictating product prices and attracting a greater number of consumers and investors. One organization based on ethics strengthens its trust and loyalty to consumers. They thus achieve long-term business success and good financial results, which is also the main purpose of the business. We can only hope that the core human values will ultimately be overcome, that organizations will begin to adhere to ethical codes, and that the world's leading advertising ideas will change and thus make this world more morale and better. Unethical behavior can result in short-term success, but can not be the basis of long-term profitability.