eveloping trust in a product, brand or company is a significant part of building a successful consumer-company relationship. Two-way communication is one of the main factors weighing on the level of consumer trust. Advertising as a communication tool that elicits lots of attention and emotions is a big part of the trust building process. Its character—whether socially responsible or controversial sets a tone for the communication and influences the receptiveness of the message. Companies undertake various efforts to make their messages more attractive to recipients and seek new ways to attract customers’ attention. Many companies experiment with unconventional and controversial advertising designs and tones, as it seems that there is some level of social acceptance for original, emotional and shocking marketing messages. This paper aims to analyze this level of the social acceptance in more detail. The study focuses on the following marketing dilemma: Should companies continue to use socially responsible advertising or should they adopt more controversial or even unethical strategies? The managers of 626 enterprises were interviewed to find out the answer. The research compares controversial advertising efforts with consumers’ evaluations of the messages to which they are exposed.