Many different actors play a role within the phenomenon of advertising communication. Among them we not only have the already recognized active corporate agents –such as advertisers, advertising agencies and information media–, but also the consumer and the general citizen. These two do make a passive use of advertising, but they also exercise conceptual critic over it and act accordingly. It is a fact that to an increasing sector of today’s globalized world inhabitants, advertising has a negative impact on people, the environment and culture in general, even more if used without a responsibility criterion. Those non-conformist niches expand throughout different latitudes in a warp of media activism, crisscrossing anti-globalization and environmentalist movements, as well as anti-advertising and anti-consumer groups. Those niches are the result of the progressive development of two successive phenomena which today determine each other reciprocally:. on one hand, the 60’s political contra-culture, and on the other, the environmentalist movements which gained strength in the following decades. It is within this framework that the reflection on the role advertising is to fulfill facing a social-environmental and economic crisis becomes pertinent, especially since such a crisis emerges amidst the market system, revealing more than ever its inherent contradictions.