This paper deals with the investigation of the existence of the potential influence of subliminal advertisements on the consumer's decision-making process when purchasing a product. The theoretical part of the paper focuses on a better understanding of the advantages of using different communication channels to transmit subliminal stimuli through advertisements to potential buyers. The research conducted in this paper has shown that people are aware of the existence of subliminal messages but cannot completely identify all such messages within advertisements. These messages are more easily noticeable to younger generations than to older individuals. According to the research results, it could be observed that respondents who are users of the product are somewhat more inclined to accept subliminal messages when making purchase decisions. Additionally, the frequency of using social media does not affect the inclination to purchase products that use subliminal messages in their advertisements, as initially assumed. In today's era of aggressive advertising and a highly competitive market, companies resort to various advertising techniques, including subliminal advertising, to attract consumer attention. By using ads that contain indirect appeals, it is easier to reach the consumer's subconscious, and they will unconsciously notice the product. It is essential to consider the legislative aspect to regulate the use of this form of advertising to ensure that consumers are not unethically persuaded to take actions they do not desire. This topic can open up many possibilities for further research and contribute to better education and awareness of people about subliminal advertising.