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This thesis examines the factors that influence consumers' views on online advertising and the reasons why they are negative about online advertising. An overview of online advertising is given in the first chapter. At the beginning of the chapter, the definition of online advertising and a few words about it are mentioned. A comparison is also made between online and traditional advertising, followed by the characteristics of digital media, the advantages and disadvantages of online advertising. Also in this chapter are presented the types of online advertising while at the end there is an analysis of social media. The second chapter refers to the beliefs and attitudes of consumers toward online advertising. Then, the factors that influence the attitude of consumers towards online advertising are analyzed. In addition, there is a reference to the avoidance of online advertising and its types of avoidance. The reasons for avoiding online advertising are listed below. Besides, it is reported that advertising is avoided. Thus, the chapter closes with the analysis of software to avoid online advertising. The third chapter includes the practical part of the research, which examines the factors that influence consumers' views on online advertising and the reasons why they are negative towards it. Finally, the results and conclusions of the research are presented.