The present invention provides an approach to invoke advertisement(s) in a VU. Specifically, an advertisement is virtually associated with a user of the virtual space. The advertisement will then be visually referenced in the VU, and optionally distinguished/highlighted (e.g., using visual effects such as colors, icons, flashing icons, etc.). The advertisement will be invoked in response to a trigger occurring in the VU user in the). Once invoked, an action associated with the advertisement will be executed. The present invention can also allow for advertising user to be compensated for allowing their asset(s) to be associated with advertisement(s). Such compensation can be in the form of credits associated with the VU being provided to the advertising user and/or compensation to be provided to the user outside of the VU (e.g., in the real world in the form of money, gift certificates, goods and/or services, etc.).