This paper provides n overview of advertising methods used on popular social media networks, including Instagram, Facebook, and especially TikTok. Users of social media networks are exposed to a large number of advertisements every day, whether it is classic methods of advertising, such as ads and commercials, to covert advertising and product placement. The development of digital media and progress in the digital world has greatly influenced the appearance of subliminal advertising messages. The goal of subliminal messages is to reach the individual on a subconscious level, and they subconsciously influence the thoughts, attitudes, and purchasing decisions of individuals. Subliminal messages are below the threshold of conscious perception, and because of this, their ethics are called into question, which is also discussed in this paper. In the theoretical part of the paper, data from books, scientific articles, and relevant Internet sources were used to clarify the mentioned concepts. In the research part of the paper, an analysis of selected content published in a certain period on the social media network TikTok was carried out, and the main goal was to determine if there are subliminal advertising messages and to what extent. In addition, other well-known advertising methods were analyzed. The results of the research showed that covert advertisements and subliminal messages are the most represented in the posts of content creators on TikTok, but examples of classic advertising can also be found. More than a third of the posts studied did not contain any type of advertising or it was not noticed.