We are witnessing the increasing penetration and development of various social networks.from virtual communities for entertainment, content sharing and relaxation, they have transformed into platforms of information, advertising and shopping. This transformation has led to an increasing number of companies using social networks to present their services and products. This thesis is focused on the analyzing advertising on social networks and the impact of advertisementa on users. The study explores its influence on consumer behavior and the effectiveness of digital marketing. With the development of technology and the growing number of social network users, advertising on various platforms has become indispensable for modern marketing strategies. The thesis presents an overview of selected social networks most commonly used for advertising, such as Facebook, Instagram, YouTube, and TikTok. Through a theoretical framework, the research focuses on advertising mechanisms such as targeted ads and sponsored content. It also examines the psychological aspects that influence users' perception and interaction with ads, including their trust and the attractiveness of the content.