In this research an attempt is made to understand the important framework of morality and the difference between ethics, moral and morality. This chapter also lay light on the relationship between advertising and ethics, importance of ethics in advertising and its impact on the viewers. Determining ethics of advertising is done on the basis of three criteria: social, professional and personal ethics, which gives a clear understanding of ethics. Also the study has been made of specific ethical issues that arise in Indian advertising and the issues related to ethics in Indian adverting are categorized to make the study easy to understand. This Chapter includes the study on various issues like lack of truth in advertising, targeting the consumers, stereotyping, celebrity endorsements, surrogate advertising, ethical advertising etc. Further the Indian advertising regulatory acts enacted by the Indian Government and the role of self-regulatory voluntary organization of the advertising industry named as Advertising Standard Council of India (ASCI) is studied. Apart from this, the working process of the complaints filed against some of the advertisements by the consumers to ASCI and the decision taken by Consumer Complaint Council will be discussed in brief. The references for a part of this study are internet sources because there are no books available.