The present study aimed to identify the harms of advertising in the field of women and strategies to combat them. In this study, a qualitative research strategy, specifically the grounded theory method, was used.The research is also applied in terms of purpose. The research participants include experts and elites in the field of women and family, experts and experts in the field of advertising, professors and experts in media and communications, and professors of psychology.Maxqda software was used to analyze the data, which resulted in the extraction of 83 initial codes. The findings showed that the first category of cultural and social harms is a category that belongs to 18 initial open codes with a frequency of 178. Among these 18 codes, sexual instrumentalization of women, failure to consider a safe space, and advertising standards for women had the highest frequency.The second category is ideological harms, which is assigned to the 5 initial open codes with a frequency of 44. Among these 5 codes, the inconsistency of the presentation of women in advertisements with the Iranian-Islamic society has the highest frequency. The fifth category, coping strategies, is a category that belongs to the 32 initial open codes with a frequency of 319. Among the 32 extracted codes, respecting red lines had the highest frequency.he presentation of women in advertisements with the Iranian-Islamic society has the highest frequency. The fifth category, coping strategies, is a category that belongs to the 32 initial open codes with a frequency of 319. Among the 32 extracted codes, respecting red lines had the highest frequency.