<![CDATA[Social media advertising has become a major source of product information and consumer persuasion, while also raising concerns about truthfulness, transparency, privacy, influencer accountability, and cultural sensitivity. This qualitative study examined advertising ethics in social media platforms as perceived by online users at Mindanao State University-Main Campus in Marawi City, Philippines. It explored users' knowledge of digital advertising ethics, perceived importance, observed ethical issues, and recommendations for improving ethical standards. Data were gathered through in-depth interviews with 20 qualified online users who had recent online purchasing experience and active exposure to Facebook, TikTok, YouTube, Instagram, and related platforms. Thematic analysis showed that users understood advertising ethics as ethical online behavior, compliance with rules and responsibilities, and respect for user rights. They considered ethics important for building trust, protecting users from misleading or harmful content, and guiding responsible marketing. Frequently observed issues included exaggerated or deceptive claims, weak oversight, culturally insensitive content, undisclosed sponsorships, and privacy concerns. Participants recommended truthful product representation, clear disclaimers, seller verification, stricter platform filtering, influencer qualification standards, and stronger government or institutional oversight. The study concludes that ethical advertising is both a consumer-protection concern and a strategic trust-building mechanism for digital commerce, providing community-based evidence for digital literacy, responsible influencer marketing, and more accountable platform governance.]]>
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