Ethics in marketing communications refers to the moral behavior patterns of organizations in their appearance on the market. The particular importance of this paper is focused on ethics in advertising, since this form of marketing communication is the most visible and problematic in modern marketing communications. Because of the impact that marketing communications have on the entire community, one of the tasks of ethics is to ensure the protection of the most vulnerable groups in society. Also, the task of ethics in marketing communications is to point out ethical standards as well as the importance of respecting them by all participants involved in this industry. Accordingly, the aim of this paper is to emphasize the importance of adhering to ethical standards and to point out possible ethical dilemmas that marketers face daily in business. The focus is also on the regulation of marketing communication in the Republic of Croatia, so the laws and legal provisions relevant to the topic of this paper are thoroughly analyzed. Laws know and define misleading and comparative advertising, the concept of advertising and advertising, unfair and deceptive business practices and its unfair consequences. In today's business world, the real challenge has been to find the best way to send the right message to the target public while influencing consumer purchasing intentions and the company's profitability. For this reason, companies often consciously or unknowingly resort to morally questionable means of communication, and consumers become victims of unethical and illegal activities of companies. Accordingly, it is important to investigate advertisers and consumers perceptions of the ethics of marketing communications in order to strike a balance of interest for all market participants. The paper is concluded by comparing the views of advertisers and consumers on the current topic.