Growing awareness about the existence of the ecological crisis has led to rapid growth of the green consumer segment on the market. Many companies has seen this trend as a potential opportunity for gaining competitive advantage, which is considered as the main cause for the exponential growth of green advertising in the past two decades. However, as the product information in the advertising ads often were not reflecting companies' performance (activity known as 'greenwashing'), consumer skepticism towards green ads has become ubiquitous. Therefore, the intention of this paper is to explain the essence and the basic principles of creating green advertising campaigns, using the results of a large number of relevant research studies in the given field, which can be a significant landmark for marketing managers when designing promotional activities of the company.