SMELÁ, Žaneta: Ethical Questions in Advertising for Children [Bachelor Thesis] - Technical University in Zvolen. Wood Faculty. Department of Marketing, Trade and World Forestry. Leader of the bachelor thesis: Ing. Martina Nosáľová, PhD. Degree of professional qualification: Engineer. Elected: TU, 2018. 41 p.The subject of this bachelor thesis is focused on ethical issues in child-directed advertising. The aim of the bachelor thesis is to find out how the different types of ads and their content focus on the child's recipient and to point out the ethical issues of advertising that are addressed to the child's viewer. The work consists of three parts, theoretical, practical and final. The first part discusses the concept of advertising, goals and principles in advertising, ethical principles, ethics and ethical codes in advertising with regard to the child's recipient. The second part analyzes selected types of ads, TV and Internet, analyzes individual interviews, and shows how children at the age of 14 perceive advertising. The last part of the work evaluates the results and talks about the negative aspects of advertising and what needs to be done to eliminate its consequences.