The media play an important role in the upbringing of present-day generations of children and young people and are thus part of everyday growth and definition of the cultural and personal identity of the person as such. Parents are daily involved in the media literacy of their children in the way they consider to be the most appropriate and correct. The influence of media on children is a complex and unexplored problem in Croatia. There are only few studies that examine the perception and involvement of parents in the media literacy of children, just like the studies on the relationships between children and the media in Croatia that were not implemented until the year 2000. In the research part of the paper, the opinions of the parents on the impact of media on the daily life of their children and their assessment of how much they involved in the media literacy of their children were examined. The premise was that the research would show that parents perceive the influence of the media on the everyday life of their children as moderate and they are moderately involved in the media literacy of their children. The research results indicate that parents are moderate in their attitudes and behaviors. The influence of the media on the lives of their children is being considered moderate, as well as their involvement in the media literacy of children. Parents’ assessment of the critical access of their children towards media contents has shown to be related to their involvement in media literacy of children, but not to the rules they set about using television and the internet. The mentioned discrepancy between the parents’ assessment of the critical access of their children towards media contents and setting rules for the usage of modern media points out the importance of the involvement of parents in the lives of their children. At the same time, with the continuous development of modern technologies, appropriate parental supervision of the activities of the children in the virtual world and access to media contents is less and less possible. The research carried out for the purpose of the graduate thesis deals with the role of parents in the media literacy of children and sets guidelines for future more extensive researches. For the increased representativeness of the results it is necessary to examine the roles of all formal and non-formal participants in the media literacy of children and young people: educational institutions, public and local authorities, various institutions and agencies that are dealing with protection of the children and the media literacy – one of the key competences of the 21st century.