Article’s

Digital media has significantly changed the way businesses communicate with consumers. With the rise of social media platforms, influencer promotions, and targeted online advertisements, ethical concerns in advertising have become more visible than ever. Consumers today are more aware of misleading claims, hidden sponsorships, and misuse of personal data, which directly influence their level of trust in brands. In this context, ethical advertising plays a crucial role in shaping positive consumer perceptions. This study explores the relationship between ethical advertising practices and consumer trust in digital media. It focuses on key ethical elements such as transparency, truthful representation of products, proper disclosure of paid promotions, and responsible handling of consumer information. The research analyzes how these practices affect trust, purchase intention, and long-term brand relationships among digital users. The findings suggest that when companies maintain honesty and openness in their digital communication, consumers are more likely to develop confidence and loyalty toward the brand. On the other hand, deceptive or manipulative advertising strategies can weaken trust and damage brand reputation. The study highlights that ethical advertising is not only a moral responsibility but also a strategic necessity for sustainable growth in the digital marketplace.