Introduction. The history of using the placebo effect for therapeutic purposes has seen success, but also incredible victories. Over the years, the use of the placebo effect with the therapeutic goal is crossed by ethical dilemmas, which still it a controversial topic. The placebo effect is recorded in a large number of patients and it is important to study it in accordance with bioethical principles.  Aim of the study. To reveal the conditions that increase the efficacy of placebo treatment in family medicine.  Materials and methods. Were used both scientific materials published in the country and abroad (internet sources, articles, monographs, surveys, etc.) and personal sociological observations. Were applied bioethical and sociological methods.  Results. According to observations efficacy of the treatment depends on the use of the placebo effect in the best conditions within the doctor-patient relationship. The patient's trust in the doctor is particularly important.  Conclusion. Relationship between doctor and patient is the basic condition to achieve the effect of placebo. The involvement of ethical components in the doctor and patient relationship optimizes the desired effects in the clinical use of placebo.