Comparative advertising is a term that first appeared in the 1970s in the United States and is evolving rapidly to develop consumer awareness and encourage businesses to improve their products and services. Implicit comparative advertising is a type of comparative advertising that indirectly mentions the characteristics or symbols of competing companies in its ads. From its beginnings, comparative advertising has often been subjected to an examination of whether such a method is ethical, and whether, if so, how it should be regulated. Accordingly, each market has its own laws and regulations to protect consumers and businesses that are subject to comparative advertising. Comparative advertising is often used in political campaigns to highlight the shortcomings and weaknesses of an opponent or party or emphasize the superior characteristics of the candidate who sponsored the ad. In this thesis, a quantitative survey was conducted on a non-random convenience sample of 115 respondents via a semi-structured questionnaire distributed via the Internet. As part of the survey questionnaire, the respondents were shown a total of 6 political advertisements of various Croatian political candidates and / or parties that used implicit comparative advertising in their advertisements. Perception of ethics was measured through a multidimensional scale adapted from Reidenbach, Robin i Dawson (1991.) in order to obtain an insight into the opinions and attitudes of the respondents. According to the obtained results, it can be concluded that the variable of perceived voter ethics has a statistically significant impact on the probability of voting for a particular political candidate and / or party in all displayed ads, while the variable of political affiliation has a statistically significant impact on the probability of voting for a particular political candidate. of the six ads displayed.