Social media is increasing constantly, which led to new communication and marketing channels have evolved, it has helped businesses and consumers to integrate and communicate with each other. One of the fastest growing communication and marketing channels is Instagram. The purpose of this study is to gain a deeper understanding of consumer attitudes to the content of the ads on Instagram. The study was based on a qualitative research approach with a selection of ten people, aged 18-28 years, who use Instagram. Previous research has shown that most people who use Instagram are between 12-35 years, therefore this study chose to combine the people who were available and were in the age frame. Semi-structured interviews were used as a method of study and consisted of eleven questions, which were in two distinct themes.

The study's empirical data were analyzed using theories of social media as a communication- and marketing channel and attitudes to advertising. The study results showed that all respondents perceive the content of the ads on Instagram as both positive and negative, depending on how the company shapes the content of the ads on Instagram.