Today, the impact of advertising on children is a big problem. The intention of advertising is to transform children into the largest consumers in the world, providing companies with the greatest profit in the easiest way. Television and the Internet are media that convey most of the advertising to children, reaching a large number of children, thus creating a wide public of consumers. As human beings who are grow and mature, children are not capable of autonomously understanding media and easily fall under the influence of advertising. The aim of this paper is to show to what extent does advertising affect children and possible consequences. Research was conducted using an online questionnaire for inhabitants in Croatia. The survey results confirmed the thesis that children are the biggest consumers and that advertising has a negative effect on them. The research goals were to identify attitudes and opinions of people in Croatia concerning the effects of advertising on children and determine whether there exist prejudices towards them. Moreover, the goal was also to identify the sources of negative and positive effects of advertising. Recommendations for further practice are that parent should explain readings and gain an understanding of media from the earliest age in order to mitigate the effects of advertising as much as possible, given that everyone is subject advertising. Research on this topic should be carried out more often in order to monitor the situation and responses as to whether the effects of advertising on children are reduced or increased, and naturally to get parent to begin reporting this problem.