The term advertising represents any paid form of non-personal presentation and sale of ideas, goods or services through the media (newspapers, magazines, television or radio), which is carried out by the presented sponsor. The basic goal of advertising is to get a reaction from the audience, that is, the target group for which it is intended. The basic purpose of advertising is to increase sales of various goods and increase the volume of services provided. In this sense, each individual provider of goods achieves goals that include: promotion of its market, increase in demand for products, increase in sales channels, promotion of product recognition and increase in sales. The development of new technologies and communication channels increases competition on the market. With the goal of successful sales and striving to „be better than others“ and „be one step ahead of the competition“, large and successful companies often resort to unethical approaches that are particularly applied in the advertising segment. This does not necessarily mean that such advertising approaches are against the law. However, unethical advertising has a primary goal - attracting a large number of potential customers and making maximum profit in a fast and unethical way, regardless of the consequences that this method of advertising brings. This is where the question of business ethics arises, which provides simultaneous harmony with the sociological, spiritual, biological laws of man and his environment. This paper provides a description of the most common methods of advertising that point to unethical advertising, namely the exploitation of children for media purposes, the portrayal of women, i.e. the female body as an object in advertisements, covert advertising, misleading advertising, subliminal messages and controversial advertising.