Abstract: With the development and popularization of big data technology, mobile media advertising occurs in every aspect of social life. However, the existing advertising ethics system has been unable to solve the moral needs of mobile media advertising design, ethical anomies emerge one after another, and the difficulty to define "responsibility" has become the crux of the advertising ethics system. Based on this, we should analyze the causes of the subject's moral anomie in the design, and then combine theory with practice to put forward perfect strategies for the above types of problems.