This research project has explored and critically examined the practice of advertisement and itsrnethical considerations in Ethiopia particularly the practice in Ethiopian Broadcasting Corporation.rnA qualitative inquiry approach was employed for answering the investigation queries and to attainrnobjectives of the study. The sample advertisement clips of this study were rhetorically analyzed.rnMoreover, four focus group discussions and twelve individual in-depth interviews have been used tornfurther tighten the data obtained from the qualitative content analysis segment of the study and tornexplore the audiencesâ€™ perception towards advertisements. 30 commercials broadcasted in threernyears period were purposefully selected. The selected commercials were analyzed and interpretedrnthematically to find out their apparent content. Furthermore, relevant literatures were also reviewed.rnThe professional practice and the cooperative leadership among stakeholders in the sector were seenrncritically. The cultural and ethical aspects of the advertisements got analyzed in this study. Thernextensive literature review on media and advertisement, with universal ethics theory, facilitated thernstructuring of the research questions, which addressed the ethical issues in the advertising sector.rnThe moral standard ruling the advertising industry; the ethical guidelines and the proclamation ofrnadvertisement with the universal principles of truth, human dignity and social responsibility arernclearly stated in this study. In this qualitative inquiry, data were gathered through in depthrninterviews and focus group discussions. In addition to this, qualitative content analysis wasrnemployed. This was done by viewing and reviewing advertisement clips through the eyes of rhetoricalrncriticism. The interview process lasted two months. The analysis of this study has been grouped in torntwo. These are; the findings of critical analysis by the researcher (done through viewing thernadvertisement clips) and findings from the focus group discussions and in depth interviews. Findingsrnimplied that most of the advertisements analyzed in this study might not favor the social values andrnnorms. Most of the advertisement clips analyzed under this study seem limiting the role and therncapacity of women and children. In some advertisements, women are represented as sex objects.rnWhile children are seen witnessing about products/services. Alcoholic drinks are perceived asrnimportant to health and a means to success.