Abstract

In marketing ethics, a special importance is given to the ethical aspects of the entire system of marketing communication, and especially of the communication technique with the largest impact on the advertising. Advertisements are one of the ways of marketing which is criticized most from an ethical point of view because of its high visibility and pervasiveness. For this reason, advertising ethics for researchers has been and remains a very fruitful research topic. Thus, in order to keep the researchers as well as practitioners abreast of developments in the field, a literature review about the studies related to ethical issues in marketing communication with a strong focus on advertising ethics is conducted. For this purpose, studies that have been published in leading academic journals between 2000 and 2015 are examined and summary of the characteristics for 34 studies are presented.