First, paper titled The Role and Importance of Ethical Marketing Communication on social networks gives a theoretical insight into this complex topic and importance of the influence of social networks and certain forms of unethical communication as well as covert advertising on them. Social networks are virtual communities where people create their own profiles so they can interact with each other. They are beginning to be used for business purposes, which is confirmed by the fact that today more than one billion people use social networks every day in the world, both at the private and business levels. In this regard, social networks have been an indispensable channel of communication with the market for a long time, and are ideal for building trust and loyalty with existing customers and attracting new customers. In today's fast-paced development of this large and strong competition, successful companies face the daily choice of fair and unfair, ethical and unethical access to their customers and potential customer. However, social networks often know how to be dangerous and unreliable when it comes to establishing one's real identity, given the fact that identity theft and misuse of content, phishing, aggressive sales, and controversial messages are common and unethical occurrences. Above all, the paper deals with research using a questionnaire on the problem of forms of unethical marketing communication on social networks, and shows the opinions of consumers about their attitude and knowledge about covert advertising, as well as other forms of unethical marketing communication on social networks.