This thesis aimed to provide insight into the attitudes of media professionals towards the need for applying journalistic ethics in creating native advertising. The research goal was to address questions about whether, and to what extent, creators of native content rely on the principles of journalistic ethics, and whether they consider it necessary or redundant in their daily work and client relationships. The research was conducted using a semi-structured interview method with ten participants. All respondents were either currently or previously employed in the native advertising departments of major Croatian media outlets. It was determined that native content creators consider journalistic ethics to be an important and desirable reference in their work, but a lack of specific regulations in this area was observed. Media professionals involved in creating native content do rely on ethics and are familiar with its main principles. They consider the protection of sources and minors, as well as the presentation of credible and accurate information, to be of paramount importance. They rarely encounter significant ethical dilemmas, but it's important to note that native content inherently deviates from traditional journalistic ethics as it involves biased content.