ABSTRACT
This chapter deals with the important question of the challenges firms face when designing advertising strategies, which are discussed in terms of transparency, legal compliance, ethics, codes of good practice, corporate social responsibility, and sustainable development. The results of the study show that the intensity of competition in the modern market creates a profound temptation for firms to pursue a moral hazard strategy. Advertising is one of the principal forms of firms' informational presence on the market, a tool that they can use to express themselves and promote their sales offers. Firms consciously include or accept manipulation of the message as a part of the creativity of advertising. They treat it as a means of bringing persuasion and influence to bear on consumers. And this is exactly how consumers understand advertising. The research results show that online advertising is quite commonly regarded as tantamount to manipulation.
