Ethics is a scientific discipline that studies human behavior and character which are then defined through morality based on previously determined values and principles. When it comes to branding food supplements, it is crucial to incorporate ethical principles into the company's operations. Due to the multitude of sources of information, it is very difficult for today's lay consumer to distinguish which sources are accurate and which can be relied upon. Branding as such often has the practice of presenting products in a misleading manner. The business processes of any brand, especially those involving food products, in this case food supplements, should be guided by ethical principles. This paper focuses on the ethical issues and dilemmas faced by companies in the branding of food supplements. In order to achieve the purpose of the work, a survey method was used on a sample of 81 respondents, that is, an empirical study was conducted, for which a survey questionnaire was created. Empirical research established essential assumptions for future research on this topic. It has been established that branding tools influence consumer decisions and their intention to purchase food supplements. Likewise, it was established that the ethical self-awareness of the respondents is a very important component in creating trust in brands and in making decisions about purchasing food supplements. It can be concluded that the respondents care about their health, and the message they receive from brands is important to them. Today's consumers are concerned with ethical issues when it comes to food supplements. Trust between food supplement brands and consumers can be achieved by providing verified and non-misleading information that guarantees product quality.