Mass consumption is an intrinsic characteristic of market economy. As individual acts, consumption decisions should be free. In addition, it would be desirable they were carried out in an ethical and responsible way, balancing not only the objective capacity to satisfy consumer’s needs but also the consequences for health, environment and labour work conditions of people involved in the production and distribution process. In this sense, information is a basic requirement to be able to choose. But, in spite of the fact that information is acknowledged as a consumer’s basic right, its practice effectiveness is not enough yet. Advertising contributes to a large extent to that since it is a communication mechanism that does not require an objective message content to be legal. At the same time, the very survival of our economic system depends on the consumption increase, especially in recession periods like the current one. All this factors make consumption and ethics turn into two terms difficult to combine.