Nowadays it is not enough to have a quality product, it is important to build a brand. In process of of building a brand key role has media and messages they are sending to the end – users, and more and more often – kids. It is well known that children and teenagers have a major impact on family purchases. Brands become a part of their personality, and building loyalties is growing rapidly in teenage years. Brands engage psychologists, sociologists, psychiatrists to get deeper into their heads and achieve as tight a relationship with children. This infantile naivety and opulence can be (evil) used in many forms. It is important to point out that some of these brands are accompanying man and through the rest of his life. The desire for profit can be attributed to unethical behavior, hence the existence of numerous legal and ethnic restrictions for children does not guarantee protection. But, some countries have come to an end to brands so they have completely banned advertising to children under the age of 12. In the short term, it may also make sense, but in the long run when children have unlimited internet access where advertising can hardly be controled, these children have no one who protects them. In this paper the influence of brands on the behaviour of children will be explored and it will examine the ethical aspects of advertising to children.