Bachelor work is oriented on sensitivity of czech society to controversial topics, which are used in promotional praxis. Teoretical part of work comes out from literature and another informational sources, which are related to this problems. There is defined term advertising and things which are wedded with this term and technology of marketing research. There is described media, which advertising influences user and their advantages and disadvantages.On the end there is described enumeration of laws, whuch are oriented on consumer protection. Practical part of work proces outputs from questionnaire, which based on analysis of controversial commercials during recent years and thanks study of literature. Questionnaire was extended among respondents by force of internet. Primer datas were analyzed and processed according statistic methods. Final part evaluates observed statistics and measured sensitivity of different groups of respondents for a given advertising controversial topics.