Applied behavior analysis (ABA) is an applied scientific method that applies empiric approaches based on the principles of classic and operative conditioning of children for a socially significant change in behavior. It is used as one of the methods for working with children and young adults with autism spectrum disorder and this paper will present its main characteristics, strengths, and shortcomings. The strengths of ABA are seen in its years-long implementation and many studies that show possible efficacy in developing cognitive, verbal, and practical life skills in persons and children with autism. The shortcomings of ABA are seen in the inadequate education of ABA therapists for working with the population of people with autism, certain ethical challenges related to techniques and goals like eye-contact training and „calm hands“, the weak quality of evidence of efficacy, high risk of bias and conflict of interest in existing studies, and possible harmful effects for consumers. ABA needs to be recognized as one of the possible methods for working with children and young people with autism, which needs to be analyzed and researched in objective, valid, reliable studies with no conflicts of interest, so found results can be replicated and generalized. To ensure the ethical implementation of ABA as well as the protection and dignity for children and young people with autism, developing adequate competencies through special education and rehabilitation programs as well as continued professional development and licensing with high standards and terms is crucial. It is necessary to research the methods of treatment for children and young people with autism more, including ABA, and determine truly ethical and effective techniques and goals for working with consumers.