Social media advertising is now a key component of marketing strategies for businesses around the world. The development of social networks and their popularity have provided advertisers with unparalleled access to a large audience and the possibility of precisely placing ads on the market of certain demographic groups and characteristics through platforms such as Facebook, Instagram, LinkedIn, TikTok and others. Social network platforms are used by billions of people every day, which makes them the perfect place for companies to communicate and interact with potential clients, and especially due to the possibility of personalizing ads depending on demographic data, interests and user activities, which enable the display and placement of ads to the most relevant audience, which increases the probability of achieving goals and creating value for advertisers. Advertising on social networks has become a challenge for advertisers today due to the oversaturation of ads and the appearance of increasing competition. For this reason, it is necessary to make greater efforts in order to achieve the desired goals and communication with consumers. It is especially important to observe the increasing interest of social network users in the protection of personal data and concern for security, and to adjust marketing efforts in order to achieve user trust in the brand. Social networks are a fast-growing marketing market that is continuously expanding and developing and will certainly remain one of the most important marketing strategies and ways of advertising also in the future. The goal of this paper is to familiarize with the concepts of e-marketing and advertising on social networks, advantages, disadvantages and their influence on the creation of brands. Research was conducted to examine the attitudes of the population in the Republic of Croatia about advertising on social networks.