Abstract JURIČEKOVÁ Silvia: Ethical Issues in the Advertising of Sensitive Products [Bachelor Thesis] - Technical University of Zvolen, Department of Marketing, Trade and World Forestry. Leader of the bachelor thesis: Ing. Martina Nosáľová, PhD. Degree of professional qualification: bachelor, bachelor "Bc.". Elected: TU, 2018 45 s.The bachelor work focuses on ethics in advertising sensitive products. The work is divided into a theoretical and practical part. The first, theoretical part, deals with defining concepts such as ad definition, ad targets and functions, and ad regulation. This part of the work also defines the code of ethics and the importance of ethics in advertising. The conclusion of the theoretical part is focused on the characteristics of sensitive products such as tobacco and alcohol. The purpose of the practical part is to find out, on the basis of selected complaints made to the Advertising Board, which complaints are contrary to the Code of Conduct and therefore what should be avoided by advertisers. In the discussion, we refer to a number of research that confirms that advertising for alcoholic beverages clearly affects the consumption of juveniles too. These findings can help create ad, which will comply with its legal regulation and comply with the Code of Ethics.Keywords: advertising, ethics, legal regulation, ethical advertising code, sensitive products