Children's marketing with reference to manipulative advertising aimed at children is a topic that explores the ways in which marketing strategies influence children and their consumption habits. Manipulative advertising aimed at children refers to the practice of using various techniques to influence children and encourage them to want certain products and services. This type of advertising often uses colors, sounds, familiar characters from cartoons of toys, and creates idealized situations to attract children and encourage consumerism. The topic explores the impact of manipulative advertising on children, including their consumerist orientation, the formation of values and attitudes, and the financial impact on parents. Despite the manipulative practices, there are also examples of good practice in children's marketing that focus on education, entertainment and promoting positive messages. In the paper, an example of good practice is linked to the global retail chain – IKEA. Secondary dana sources and secondary research were used in the paper. The aim of the paper is to examine examples of good practice in children's marketing that focus on education, entertainment and promotion of positive messages, and to analyze the impact of manipulative advertising on children. The hypotheses that are set before the work itself are: „Children who are exposed to manipulative advertising show a greater tendency towards unhealthy eating habits and the consumption of unhealthy products“ and „Socially responsible marketing aimed at children has a positive correlation with education about healthy habits and encouraging positive values“.