Research on the ethics of advertising in today's digital age brings together several different segments of research, for example, different ways of advertising on social networks are examined, and in parallel with that, their impact on individuals and society. From a fundamental understanding of the ethical considerations inherent in advertising to an examination of contemporary practices such as social media advertising and stealth advertising, it is essential to remain committed to transparency, integrity and consumer welfare. Through an analysis of the benefits and ethical challenges posed by social media advertising, including concerns about privacy, transparency, and consumer manipulation, the imperative for responsible advertising practices is highlighted. Similarly, the emergence of disguised advertising is a problem because you are trying to put promotional messages in non-promotional content, thus calling into question the notion of authenticity, trust and consumer autonomy. Furthermore, the paper investigates the impact of advertising on social networks on consumer behavior, perception, emotions and social norms, revealing its potential benefits and ethical pitfalls. The purpose and goal of this work is to bring closer to today's problems and challenges that advertising on social networks brings, as well as its purpose and good sides.