The article concentrates on the study of such a phenomenon as fake advertising, as well as the relationship between the concepts of fake, unscrupulous and unreliable advertising. The processes of infosphere fakification have also affected advertising, which is one of the types of public information. In modern discursive practices the term fake and its derivatives: fake, faked, fakification cover various types of fraud and fakes. When information is concerned, a fake is false, unreliable, falsified information presented as valid and disseminated in order to mislead. In addition to the traditional function of manipulating consumer consciousness, fakes today also serve the function of influencing public opinion by drawing attention to a particular event. The ultimate goal of spreading fake advertising is to manipulate the consumer's mind in order to increase sales. The article analyzes the issues of qualification of fake advertising under the current legislation of Russia. Fake advertising may be classified as false if it contains information that does not correspond to reality, or as unfair if at the same time the consumer is misled about the object of advertising, which creates the preconditions for a change in demand in favor of the advertiser. In the context of fake advertising, ads that mislead advertising consumers deserve special attention. The article examines such a technique used in modern advertising communication as genre fraud, including the function of genre fakes in advertising discourse. Modern ways of influencing the consciousness of advertising consumers have increased thanks to the use of artificial intelligence and the Internet. The author provides examples of such practices.