The subject of this paper is „Producer influence on consumer purchases and ethical dilemmas in advertising“. The paper explores marketing tactics and other influences that affect on consumers. It follows the basis of how consumers decide to buy products and explains the issue of advertising ethics. According to primary and secundary data collected for this paper purposes, it can be noticed that costumers are exposed to many influences and tactics which encourage them to buy. Nowadays, with rapid changes and technological progress, producers are faced with increasing competition and fast aging of products, because new, better and more innovative products are constantly appearing on the market. In the struggle for market position, companies are using a number of tools to attract customers. Also, they are investing in researches that help them understand how to influence on consumers. Because of wider and more demanding consumer needs, companies are trying to adapt maximally, wanting to create long-term relationships with their consumers which can lead to loyalty. A loyal buyer is more worthier for the company than any other, because that buyer will choose their product before a competitive product. Also, he can become a profitable buyer, which means that he can, in the long terms, bring more revenue for the company, than the cost invested in production are. Furthermore, keeping the customer satisfied, producers can achieve world of mouth effect, which is far more influential than advertising and persuasion. A positive voice about company also can create a thoughtful promotional activities with clear message and impact on consumers. Because of so many advertisements to wich consumers are exposed on a daily basis, producers want to point up their advertising that will attract attention and induce consumer to talk about teir ads, producers often use content whose ethics is questionable. Social responsibility of the company and respect for the ethical principles have become important factors that have influence on consumer decisions. Today consumers have the power to decide about succes of the companies, so it is important that producers meet the needs and whishes of their consumers and to convert negative experiences into a positive ones.