The journalistic activity in recent years is often subject to a wave of criticism, often coming from the the specialists themselves, but also from analysts in various fields, politicians, active members of civil society, etc. They question the fairness of exercising journalism nowadays, considering the fact that 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 as a deviation from the profound journalistic work and its supreme misson - informing all the citizens about promotion, advertising, lobbying and others that contradict the principles of ethics in the media. In this regard the theorists and researchers in the field show an attitude of concern for the perspectives of development in this field in the coming years.