Thanks to modern information technologies, new ways of advertising are being developed. The Internet is becoming more and more important to traditional advertising media and social networks are the fastest-growing medium because it is used by an increasing number of users and thus has a greater impact on business operations. The Internet and then the social networks have changed the human understanding of communication. Today people want to be part of communication, they want to participate in it, want to express their opinion about the things surrounding them. With the appearance of social networks, there have been significant changes in marketing and in the way companies communicate with customers and social networks serve companies to help build better relationships with customers and create a brand that is recognizable. Internet marketing is slowly becoming an indispensable tool in almost all economic activities and it would almost be impossible if there is no social networking impact. Advertising through social networks is an example of a marketing strategy that, with minimal investment, gives maximum impact. Facebook, as the largest social network, is most appropriate for this form of advertising and advertising on social networks with an emphasis on the Facebook is theme of this paper. The aim of this paper is to present the opportunities and benefits of advertising on the Internet, especially on Facebook.