The problem of the research was to determine whether there still is the impact of sexual appeal used in advertising on consumers. The focus was on examining the role and meaning of sexual appeal on consumers’ behavior that are under such influence. The main results and comprehension which resulted from the research of this paper is the confirmation of the impact of sexual appeal on consumer’s behavior but at a different rate. Although the influence is present, the public is becoming immune and the influence is slowly weakening, and in one part of the public the influence is seen as negative. This approach has its benefits, but before releasing an advertisement with sexual appeal to the public, it is necessary to take in consideration moral boundaries which will be crossed. At the end of the paper, insight in final considerations, research restrictions and future research is given.