The theme of the diploma thesis is focused on the ethical problems of advertising addressed to children's viewers. It consists of two basic parts, namely the theoretical and practical part.The theoretical part is divided into 5 main chapters dealing with the definition of advertising, television as advertising media, advertising psychology, social advertising criticism and ethical aspects of advertising.The theoretical part is a prerequisite for the elaboration of the practical part, which is also realized on the basis of the elaborated research.The subject of research is advertising, their total time, number, frequency of repetition, and content focus during childhood prime time, it's the main broadcasting time for children, the most watched Slovak televisions, RTVS 1, TV Markiza, TV JOJ and the most popular Czech televisions ČT 2, TV Prima and TV Nova.The main aim of the diploma thesis is to point out the negative impact of advertising on a child's recipient.