The development of technology and the emergence of various technological achievements have enabled advertising companies through modern and contemporary media. Namely, companies have completely ignored the traditional ways of advertising, and this is why increasing the spectrum of consumer needs and putting them in the first place. To be successful in achieving this goal, companies have realized that they need to communicate with consumers by informing them about the company itself and its products or services. The simplest ways to do this are modern marketing tools, one of which is the so-called, covert advertising. Covert advertising is is used to manipulate with consumers because they do not know that a particular product or service is advertised. Namely, covert advertising is the kind of advertising through television films, series, shows, radio shows, articles in newspapers and magazines etc. Within this final paper will be explained in detail the covert advertising, and will talk about the concept and features of covert advertising, about the historical development of covert advertising, the types of covert advertising, covert advertising from the legislative aspect, and the problems of covert advertising. After a detailed elaboration of the theory, this kind of advertising will be analyzed in the example of the American series "Friends".