An attractive subject of today's social research is precisely the electoral process and the voting behavior of an individual. Voters' motivation can be influenced by many factors. According to recent research, the dominant determinant of political behavior and voting preferences are personality traits of the individual and value orientation. Some research suggests a reduction in the degree of national pride, the problem of generalized disinterest, and issues related to the media environment that affect the behavior and attitudes of consumers. In the context of influence on consumers, i.e.voters, it is necessary to have a look at the notion of political marketing aimed at creating its own political product, researching and adapting to the political market, and acting on the market in order to accept certain "political products". Political parties and politicians as individuals use different types of media to influence the behavior of voters. Once the most dominant means of advertising - television - is now complemented by a new communication channel - the Internet, whose importance has been recognized by political campaigns as well. Various political campaigns use their programs in order to achieve different goals. There are positive and negative campaigns in the political world. Positive campaigns are ethically more correct and acceptable, though even in them there can be found false promises, untruths and exaggerations. Closely related to negative campaigns is manipulation of election promises. Since politicians and their campaign programs have an impact on the life of an individual, it is of utmost importance that the program proposals include the voters' wishes, and politics should be an activity where ethical principles are the most important. Taking into account the lack of research on this topic in the Republic of Croatia, the contribution of this work to the topic is reflected in the research part of the paper, which aims to contribute to fresh knowledge of the subject of this paper, which will provide a basis for further research and reflection onmorality of political campaigning, voter turnout and political marketing.