Advertising ethics and advertising are innate. "If the skin doesn't exist, the hair will attach." Advertising ethics is attached to advertising, and there will be advertising ethics problems with advertising. As early as the18th century, people made a voice about advertising ethics. 1759, Johnson of Britain once commented: "Advertising, like other technologies, should obey the public interest. I can't help but ask those who are in charge of advertising about morality. Do you play with people's feelings? " With the development of advertising towards specialization, advertising ethics has gradually become an important issue of concern to the advertising industry, the media and the whole society.

Advertising ethics adjusts the relationship between advertising subjects (including advertisers, advertising companies and advertising media) and advertising audiences, and establishes all advertising participants related to advertising activities except advertising audiences.

The core of the research is the construction of advertising ethics system (including advertising ethics principles and advertising ethics norms). The most important relationship among advertisers, advertising companies and advertising media is economic relationship, which is directly manifested as a certain interest relationship. In addition to relying on the law, the handling of this relationship also needs the guidance of correct ethical concepts.