This paper deals primarily with the positive and negative sides of advertising and its impact on children but also on adults In order to better understand the terms of advertising and advertisements, this paper will explain their meanings, modes of action and ways of working. The paper also defines the term „media literacy“-which is very important due to the growing emergence of new and modern technologies, especially in the field of media, which is why both children and the elderly need enhanced education in this field. The main part of the paper explains why children watch television in general, why advertisers target them, whether children know what commercials are and how they affect them. Television is still the primary source of advertising and for this reason they have a very large impact on children. The paper explains all the negative effects that advertisements have on children, from moral and emotional to physical ones. The final part of the paper lists ways to protect children and prevent negative consequences. The main goal of this paper is to explain the impact of advertising on children, to raise awareness of the problems faced by both parents and children, and to explain the ways in which children can be instructed to watch television with understanding.