The paper is based on the theory followed by a research carried out by the author on the topic of sexism in advertising, and a discussion of its presence as well as the belief that sex best sells a product. The research surveyed a wider audience, and after them the experts from marketing agencies that work in advertising, in order to examine opinions on the topic of sexism in advertising. The first part of the paper is devoted to general chapters on advertising, taboo content, sexist ads and the code of ethics in the advertising industry applicable in the Republic of Croatia and which should be taken into consideration when conducting advertising campaigns. The core of the work is the topic of sexism in advertisements present globally and in the domestic market with the belief that sex sells and profits from it. Internet advertising is one of the key factors that influence business in today's modern age of globalization and as such leaves a strong impact on the environment. In this paper, in addition to presenting the history of advertising, the concept of advertising on the Internet is specifically developed as a key to market influence. Advertising terms such as taboo marketing, sexist advertisements, gender stereotypes, treatment of female bodies in advertisements, and even the design of such advertisements are clarified in the paper together with the ethics in advertising that should be adhered to. As the laws are different for each country, the presented legal frameworks concern the Republic of Croatia and the approaches that are tolerated in our country. The research provides insight into the type of advertising that suits the Croatian market and the impact of sexist and other taboo topics on the general public. The results are then compared with the responses of marketing experts from four marketing agencies who encounter various types of advertising in their business, including controversial ones. The obtained results and theoretical knowledge offer potential solutions to the problems that sexual ads can create and in accordance with them, conclusions are drawn regarding the significant presence of sexist messages in the advertising industry.