This work seeks to broaden existing knowledge of product placement in order to determine its adverse influence on children. Th e investigation of children's behaviour as consumers began in mid-20. century. When the first studies that investigated the fidelity of children to a particular brand were published. In this paper a secondary and primary method of data collection is used.II Data are collected from various sources (Internet sources, scientific and professional articles, books). Abundance on media newsstands would not be possible without advertising. Advertising is conducted via electronic (television, radio, internet) and printed (books, newspapers, magazines, posters) media. The development of the technology has influenced the development of new media, such as: transit advertising, multimedia advertising in stores, mobile billboards, etc. Due to the increasingly difficult influence of classical advertising on the audience, advertisers are adoring in the covert advertising. Modern digital technology allows different sectors, e.g. data, radio and television, the internet to connect. Product placement shows advertisements as news or entertainment, or something people believe. Cartoons and video games have become a form for showing ads. The violence shown through interactive media (the internet, computers and video games) has an even stronger impact on children than passive media (television, films). Children under 6 years of age do not differ from the programming content of the ad, especially if their favorite character promotes this product. The results indicate that children are exposed to advertising messages and numerous consequences of their influence have been observed. Consequently, this research paper could be beneficial for consumers by warning them of the impact of product placement. Also, the work contains useful information that can improve the business of many companies.