In today's age, consumers are exposed to advertisements from a large number of manufacturers on a daily basis, so a certain form of aversion to advertisements has begun to appear. Given that consumers avoid advertising messages from advertisers in various ways and they do not reach them, marketing experts have turned to a more subtle method of advertising, i.e. covert advertising. The advantage of covert advertising is that the advertised product or service is placed in a natural environment, that is, integrated into the action of a film or a newspaper article, so consumers are sometimes not even aware that they are exposed to advertising. As a result, the advertising message has greater credibility among consumers because they consider it convincing and real, and it can create and evaluate different attitudes towards brands, as well as encourage them to buy them. In this paper, research was conducted with the aim of determining whether respondents notice hidden advertising in films and newspapers, whether their skepticism towards advertisements has a negative effect on the acceptance of hidden advertising, whether they consider it intrusive and whether such advertising is acceptable to them.