One of the most controversial issues in marketing is marketing towards children. Beginning with the analysis of the process of children’s involvement in consumption, child’s ability to understand and critically respond to an advertisement, parents’ attitudes to children’s advertising and possible directions and solutions to the problem of advertising to children the article empirically examines parents’ attitudes towards television advertising. Research results include parents of children aged between 10-12 and indicate that parents in general have no positive attitude to advertising to children and show mild interest for the prohibition of television advertisements.Sa?etakJedno od najkontroverznijih pitanja u marketingu je marketing usmjeren prema djeci. Polaze?i od analize procesa uklju?ivanja djece u potro?nju, dje?je sposobnosti da razumiju i kriti?ki odgovore na reklamu, stavova roditelja prema reklamama za djecu i mogu?ih smjerova i rje?enja problema reklama za djecu, rad empirijski istra?uje stavove roditelja prema televizijskim reklamama. Rezultati istra?ivanja uklju?uju roditelje djece stare 10-12 godina i ukazuju na to da roditelji uglavnom nemaju pozitivan stav prema reklamama za djecu te iskazuju blagi interes za zabranu televizijskih reklama.
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