Governments of many societies are concerned about diseases associated with way of eating and high economic expenses, as well as the spread of information about cases like a balanced diet and foods that should be avoided. At the same time, more and more so-called healthy products are being offered at stores, restaurants and cafes. However, these products may contain properties that are contradictional and more focused on market profits than on consumer health. In such cases, healthy choices are blurred and merged with the notions of ethical and moral buying. Promoting a healthy lifestyle and commercial sustainability can be achieved by promoting a healthy diet, although this is a very challenging branch of marketing. However, the power to influence the health behavior of individuals and the overall health condition makes it crucial for marketers to consider the ethical dimensions of healthy eating advertising. Marketing professionals are often criticized for the way they design and implement business activities and are often accused of harming consumers and society with their activities. It is therefore important to consider a number of factors that will balance business, business ethics and consumer satisfaction. This paper focuses on the ethical issues and dilemmas faced by businesses in promoting healthy eating.