Bc. LATOCHOVÁ, Barbora: Unethical advertising practices and their perceptions from the consumer point of view [Diploma thesis] – Technical University in Zvolen, Department of marketing, trade and world forestry. Supervisor of diploma thesis: Ing. Miriam Olšiaková, PhD. Academic qualification degree: Engineer, abbreviated as. „Ing.” Zvolen: TU, 2017. 68 p.The goal of this thesis is to collect information about customer’s attitude toward advertisement, it’s effect to shopping decisions and a degree of unethical advertisement. Knowledge that there is an institution, where the customers can aim their complain, if they are concerned about an unethical advertisement. The thesis contains several parts.Part one deals with theoretical resources. We will focus on fundamentals, importance and function of ethics. We will pay more attention and detail to marketing mix, communication in marketing and advertising. The center core of this thesis will be a design and evaluation of a questionnaire; the construction of the questionnaire is based on the thesis’ topic. The results of the questionnaire are presented in the end of the thesis – in a form of basic statistical methods.