Advertising literacy has emerged as a crucial concept in the rapidly changing media landscape of the digital age, aiming to develop individuals’ ability to critically assess advertising content. With the influence of digitalization, advertising strategies have become more complex and manipulative, particularly through social media platforms and personalized content, exerting a strong impact on users. In this context, advertising literacy aims to strengthen critical thinking skills to help consumers resist manipulative techniques and understand the ethical concerns of digital advertising. This study discusses the scope and theoretical foundations of advertising literacy, exploring the necessity of advertising literacy in the digital media ecosystem and the process of building resistance against manipulative advertising techniques. It also provides a comprehensive analysis of the effects of algorithmic advertising on consumer profiling, the relationship between influencer marketing and individual vulnerability, and the connections between media ethics and advertising literacy. Additionally, the study focuses on educational strategies and policy recommendations for the development of advertising literacy and fosters a perspective that evaluates the ethical dimensions of digital advertising. Ultimately, as the importance of being an informed consumer in the digital age grows, advertising literacy stands out as a vital skill that strengthens media critique at both individual and societal levels. In this context, supporting advertising literacy through academic research and collaboration with policymakers will be an important step toward creating a more conscious media society.