This thesis shows how digital media and multimedia are used as communication instrument in children-directed marketing and what impact they have on children. Children represent one of the fastest growing market segments, and among other things, children have a great influence on the process of making decisions in family purchases. Children are the target group for marketing professionals and the advertising industry from their youngest age because the consumer habits that children gain in their childhood often remain for a lifetime. Today's children are different from those of previous generations due to the great influence of technology that is still growing and expanding every day. Children are nowadays exposed to different media more than ever before and getting used to them is fast and inconspicuous. Digital media results in creating a new generation of children and there are in fact a lot of advantages in using digital media and multimedia, however, the shortcomings are in the most cases highlighted because they encourage aggressive behaviour and disable development of the children’s cognitive abilities. Due to the sensitivity of children to digital media, as well as advertising messages, their protection is very important. There are numerous legal restrictions that protect the child's personality and their rights. Primary research through online surveys were also conducted within this thesis and the target group included primarily parents because the goal was to find out what they think about the use of digital media and multimedia in the early childhood and how much they control their children in the digital world.