This research atlempted to e.xamine the quality of ETV commercials ill light of publicrnperception and principles of advertising. To this end, data were collected through videornrecording of cOlllmercials and questionnaires. That is, 100 viewers alld 40 relevantrnprofessionals were selected through cOllvenience and purposive sampling respectively; to fillrn0111 questionnaires, containing questions regarding their overall perception all ETVrncommercials (Ind the commercials' attractiveness, relevance, informativeness alldrnbelievability. Besides, 80 advertisements that have been aired during the last six mOlllhs,rnthrough ETV, have been video-recorded. Oll! of these 30 have been selected randomly, andrnwere content analyzed agaillst the principles oj advertising. Threejudges have beell involvedrnill evaluating the contellt oj the commercials and it was Jound thaI the overall public attitudernIOwards ETV commercials is 1I0f ollly unfavorable, but Ihey are also perceived by the publicrnas 1101 illforlllative, relevallt, persuasive, attractive and likeable. Besides, cOllteul analyses ojrnthe commercials have revealed that most ETV commercials make silly, exaggerated,rnIinbelievable claims, alld they are similar to aile another. Furthermore, too many of ETVrncommercials do 110t deliver competitive consum er benefit, do not present facts and evidencesrnwhich support 'heir claims. Illstead, 11IallY commercials present things, which do 1I0t have anyrnlhillg to do with the benefits of the advertised product or service. ThereJore, it was concludedrnIhal 1II0St ETJI commercials are 1101 effective ill getting a fa vorable perception Jrom thernpublic. Moreover, most ETV commercials have seriolls quality problems. Alld helice, tornill1prove the quality and public acceptallce of ETV commercials, sticking to theJacts, relatingrnthe advertised product to the personal needs oj consumers, involving lIew individuals, alldrnilltroducing fresh ways of presentation, reducing the number, length and redundancy ofrncOlllmercials transmitted at a lime alld conductillgflirther comprehensive research ill the arearnwere recommended.