Advertising today is one of the most widespread means of communication to promote products and ideas. The entire population is the target group, including children. Although we were all exposed to some form of advertising in our childhood, modern times have developed rapidly with the onset of the Internet, so the market and the advertising method are changing. For advertising to be ethical and appropriate, there must be certain legal restrictions that state the exact ways and clearly defined permitted methods of advertising, but the question is in which direction these laws are moving. Regarding advertising intended exclusively for preschool children, it is clear that the content of the message must not contain alcohol, drugs, cigarettes or any similar product. It is also clear that it should not contain any sexual content, content about gambling, or violent content. However, wouldn't it be more ethical if advertising was not intended for children? Law restrictions avoid the main question - do children have the cognitive ability to distinguish between what the advertiser claims they should have and what they need? It is known that children, especially children of preschool age, hardly understand the differences between, for example, a cartoon they are watching and an advertisement. Many studies show that children up to the age of 8 trust advertisements and the messages they convey, and the primary goal of advertisers is to make children loyal to their products by the age of ten