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The purpose of this quantitative study is to examine what attitudes and perceptions Swedish young people have towards ads on Instagram, and then find out how companies should design their ads. A quantitative survey method was used to collect data, for the possibility of collecting many responses over a limited time. The questionnaire was distributed on various social media; Facebook, Instagram, LinkedIn and Twitter. The result showed that Swedish youth have a negative attitude towards ads on Instagram. The ads were not considered credible and did not contain enough information. It was clear that they felt annoyance with ads on Instagram as it disturbed their flow, were not sufficiently credible, etc. If Swedish youths had to choose how the ads would be presented, it would be in image format, contain the information needed to increase credibility and, in order to catch their attention in the best way, there should be an unexpected feature