Problem koji se je istraživao u ovom diplomskom radu su etički aspekti oglašavanja na društvenim mrežama. Društvene mreže danas koristi 3,5 milijardi ljudi, one pored prvobitne uloge komunikacije, imaju i marketinšku ulogu, promovirajući druge web-stranice i niz različitih usluga. Etički standardi poput zakona, propisa i politika koji upravljaju privatnošću, prikupljanjem osobnih podataka i zaštitom korisnikovih osobnih podataka važni su kako pri korištenju društvenih mreža tako i pri oglašavanju na njima. U teorijskom dijelu rada definiraju se etička pitanja društvenih mreža, načini zaštite osobnih podataka i privatnosti potrošača koji ih koriste, posebnosti oglašavanja na društvenim mrežama s gledišta poduzeća i etičnosti oglašavanja na društvenim mrežama sa gledišta korisnika. Teorijski dio diplomskog rada temeljen je na izvorima stručne literature i internetskim izvorima. Prilikom pisanja rada u najvećoj mjeri je korištena metoda deskripcije pri opisivanju prednosti i nedostataka, politika, obilježja i primjera. Istraživački dio rada podrazumijeva istraživanje i analizu mišljenja i stavova mladih o oglašavanju na društvenim mrežama kroz anonimnu elektroničku anketu na uzorku od 150 mladih osoba. Prije provedbe istraživanja postavljene su slijedeće četiri hipoteze: mladi imaju negativan stav prema oglašavanju na društvenim mrežama, mladi smatraju da ih oglasi na društvenim mrežama potiču na kupnju, mladi smatraju da im se prikazuju oglasi koji su namijenjeni njima, mladi smatraju da su društvene mreže prezasićene oglasima. Navedene hipoteze prihvaćene su ili odbije ne sukladno rezultatima istraživanja. Rezultati provedenog istraživanja pokazuju da manje od većine mladih (32%) smatra da ih oglasi na društvenim mrežama potiču na kupnju, najveći udio ispitanika je neodlučno (37,3%) glede tog pitanja. Nadalje, većina mladih ima negativan stav prema oglašavanju na društvenim mrežama budući da se 85,4% ispitanika u potpunosti slaže ili slaže s tim da bi iskustvo korištenja društvenih mreža bilo bi bolje kada u potpunosti ne bi bilo oglasa na društvenim mrežama. Vrijedni nalazi istraživanja su da 76,7% ispitanika smatra da uvijek, često ili ponekad dobiju oglas nakon što su sa nekim telefonski razgovarali o nekom proizvodu ili usluzi te da čak 91,3% ispitanika smatra da su društvene mreže prenatrpane oglasima. The ethical aspects of advertising on social networks was researched problem in this graduate paper. Social networks are used by 3.5 billion people today, in addition to their original role of communication, they also have a marketing role, by promoting other websites and a range of different services. Ethical standards such as laws, regulations and policies that govern privacy, personal data collecting and the protection of the user's personal data are important both when using and advertising on social networks. The theoretical paper part defines the ethical issues of social networks, ways to protect personal data and privacy of consumers, the social network ad specifics from the company point of view and the user point of view of advertising ethics on social networks. The theoretical paper part is based on professional literature sources and internet sources. When writing the paper, the method of description was mostly used in describing the advantages and disadvantages, policies, characteristics and examples. The research part of the paper includes research and analysis of opinions and attitudes of young people about advertising on social networks through an anonymous electronic survey on a sample of 150 young people. Before conducting the research, the following four hypotheses were set: young people have a negative attitude towards advertising on social networks, young people think that ads on social networks encourage them to buy, young people think that they are shown ads intended for them, young people think that social networks are oversaturated with ads. These hypotheses were accepted or rejected according to the results of the research. The results of the survey show that less than the majority of young people (32%) believe that ads on social networks encourage them to buy, the largest share of respondents is undecided (37,3%) on this issue. Furthermore, most young people have a negative attitude towards advertising on social networks as 85,4% of respondents fully agree or agree that the experience of using social networks would be better if there were no ads on social networks at all. Valuable research findings are that 76,7% of respondents believe that they always, often or sometimes get an ad after talking to someone on the phone about a product or service, and that as many as 91,3% of respondents think that social networks are overloaded with ads.