The article considers the various aspects of cooperation between the Institute of Ecology and advertising. This use of advertising to promote ecological ideas to society is the use of "environmental reasons" the advertising of goods and services. We consider the phenomenon of "environmental friendliness" of firms, advertisers, the positioning of its products as "ecoproducts." We analyze the use of natural sites for advertising purposes. But the greatest attention is paid to environmental advertising, understood as security and a comfortable environment for the recipients of advertising.