The psychological added value that can be created through scents cannot be achieved by any other sensory stimulus. The sense of smell often appears particularly interesting in direct comparison with other senses, as scents are ubiquitous and humans cannot resist them. It becomes clear how relevant the use of olfactory stimuli is in today's time. Companies need to utilize this stimulus in advertising to tap into any potentials and opportunities that arise from the effects of the emotional scent experience on consumers. The aim of this work is to demonstrate the possibilities and limitations of olfactory stimulation of consumers in advertising, as well as to provide various options for implementation. It will be illustrated whether and for what reasons.