Advertising is the inseparable part of our society and lives. We are exposed to the advertising through various media whether it is on TV, radio, outdoor or internet, everywhere we find advertising affecting us and communicating to us. Not only it affects our purchase decision but also it is affecting our entire value system. Because of the advertising it is cool to order food online whenever we wish. Or it is ok to lead a lifestyle we thought a taboo earlier. In India, there are no laws to deal with subliminal advertising, which we are reluctant to watch with our family or which is against our ethical and value system. Therefore, there is an urgent requirement of self check on advertising which consist of check by all the parties i.e. the advertiser, the advertising agencies and the media through which advertising is being floated.

KEYWORDS:  Ethical and Value System, Advertising Agencies, Media, ASCI.