Children's exposure to advertising campaigns and the consequences it can have on young children, is a topic of major debate in the world. Many experts have proven through their research that the impact of media on children is present and that media content shapes our reality. We live in a time when we are susceptible to change our behavior and attitudes, and adapt them to society, sometimes without thinking that society is under daily media regulation. The aim of this study was to examine the extent to which primary school students use the media and whether they consider themselves to be influenced by media content. Because these are underage respondents who are still building their identities, a survey conducted on young people has been further elaborated through a two-hour focus group with parents whose children attend primary school. The results show how much media exposure influences behavior and children’s habits, and whether the impact of advertising increases when the frequency of media use is higher. Furthermore, we were interested in children's views on market communication and whether they pay attention to the advertisements they see. The survey sample consisted of young children, age 13, who show that at that age, they are thinking critically while viewing the content of advertising campaigns. Also, young people do not pay much attention to the content they see, and if they are interested in the advertising campaign, the most common reason is the music that appears in the background of the ad. Awareness of the negative consequences of frequent use of the media, children gained through media education through the years of adulthood. Learned knowledge was received from parents or specialized professionals who were tasked with learning how to use the media and how to protect themselves from their influence.