Journalistic activity in recent years is often subjected to a wave of criticism, coming often even form the specialists, but also from analysts in various fields, politicians, active members of civil society, etc. They question the fairness of exercising journalism our days, considering the fact that the ethical standards of this profession are often ignored, criticized or violated knowingly, which represents a necessary analysis of the situation in the field. It appears deviation from the profound journalistic work and its supreme mission - informing of all the citizens to promoting, advertising, lobbying and others that contradicts the principles of ethics in media. In this regard theorists and researchers in the field show an attitude of concern for the perspectives of development of this field in the coming years.