This paper deals primarily with the protection of the children and youth from excessive advertising. Children are from their early age exposed to the influence of media. The biggest amount of influence is being exerted through advertisements on the television which attract child’s attention through various techniques. Advertising apart from children has a big influence on the parents, they buy the products that the children see on the commercial. Advertising carries certain advantages and disadvantages, it has an immense impact on children. In this master’s thesis there has been made a small journal for tracking commercials in the morning when children most frequently watch television. Besides cartoons on the television the most shown are commercials for toys, board games, etc. It is necessary to avoid the negative influence of advertising on children. For children to be safe laws and regulations have been made. A big role in the protection of children and youth play parents and their media literacy. Their task is to teach the children about advertising and proper use of media.The objective of this paper is to show which are the most common marketing challenges for the children and how to preclude the influence of negative advertising aspects on children.