Web’s ethical issues are similar to those faced by other types of media and therefore it follows the same rules for online advertisements.

Making false claims, and bait and switch offers are unethical in the advertising world, but these are not the only issues involved. Other issues such advertorials, pop-ups, contextual links, overlay ads may not be unethical per se but they do come with ethical risks. Advertisers are wary about this issue since it can have a negative impact on their products. Consumers correlate the ad presentation to the actual product and if they dislike the presentation it will follow that the product will be ignored. Media companies at times do not accept the ads because they tend to drive the clientele away.