The article is devoted to the analysis of the category «ethics/unethicality» in the field of advertising communications. The main goal was to analyze the ethics of advertising messages regarding the impact on the target audience based on the use of verbal and visual components of advertising communications and to identify mechanisms for regulating the advertising sphere in the Russian Federation. The following research methods were used by the authors: the observation method; the method of systematization and classification of material; the methods of definitional and contextual analysis, etc. Based on theoretical material and practical analysis of advertising communications, the author concludes that advertisers often create unethical advertising in order to attract consumer’s attention. Besides, the existing policy of regulating this area does not contribute to the solution of ethical problems of created advertising appeals. Thus, it is necessary to improve the mechanism of communication between all subjects of the advertising market.