If you ask anyone they will all say that ethics is very important in life, that it is important to respect ethical principles and be socially responsible, but when it should be applied in real life we come to the problems, especially nowadays when most companies have only one goal, and that is profit. Today, when the competition is huge and buyers have wide selection between the same products, marketing goal is to make an advertisment which will attract buyers and emphasize our product. Due to the large number of advertisments, marketing specialists grasp to all the tricks that are legally admissible, and sometimes even to the ones that aren't. Because of this, as the research will show, we became indifferent to the violation of some ethical principles. The goal of this work is to approach ethical issues in marketing. The work is divided in two parts: first one is about theoretical part of ethics and marketing and the second one is related to practical part, which is conducted research about perception of ethics in marketing. First part of this work discusses importance of working ethics and compliance with the code of ethics in business. It emphasizes ethical issues in marketing, such as the omission of relevant informations in advertising, writing important information in small font, using children as target group of advertising and other forms of unethical advertising.