The research "Czechs and advertising" is the longest consistent project which, since 1993, has focused on the development of the attitudes of the Czech public towards the intensity of advertising in individual media, the influence of advertising on purchasing decisions and the question of possible oversaturation with advertising, including controversial topics. This year's 40th survey underlines the main importance of this project, consisting in the long-term and regularity of the survey's time series. The research, which is currently being carried out by the Czech Marketing Association in cooperation with the Czech Association for Branded Products, POPAI CE and ppm factum research, is based on an investigation that was initially started by the Marktest agency. It is continuously updated with current statements related to, for example, the social role of advertising, the perception of the truth and credibility of advertising, the use of product placement, the role of the point of sale and the use of the Internet and social media.