The subject of this paper is socially responsible advertising. The goal of this paper is to analyze socially responsible advertising in a theoretical and practical sense through the promotion of social and ecological values while achieving "traditional" business goals important for the company, but primarily with an emphasis on the welfare of the social community and consumers. The importance of socially responsible advertising is reflected in the apostrophizing of important social issues, warning of problems in society, encouraging changes while simultaneously promoting the business of a particular company and certain products and services. Analysis of companies that implement socially responsible advertising on examples of successful and unsuccessful marketing campaigns leads to the conclusion that companies that implement socially responsible advertising gain a competitive advantage on the market and build solid and stable long-term relationships with consumers. The increasing demands of consumers, social involvement in business, as well as concern for the protection and preservation of the environment and responsible treatment of resources necessarily lead to changes in traditional advertising. The survival of companies on the market, the creation of strong brands and the creation of long-term positive relationships with consumers requires active planning and implementation of socially responsible advertising in communication with the market and target consumers.