Marketing is a set of activities that the company is directed towards consumers. For each manufacturing or trading company, the consumer is a very important role in their business. Therefore, continuously invests in research and development of the consumer market so that it can focus its marketing activities to them. Development of the brand is in fact very important, because it is through the famous and quality brand company best represents the consumers of each group and every age. Children and young people are the most vulnerable group of consumers to which it is very easy to influence. Due to their personality and character very easily affect the purchase and consumption of certain products. To some brand on the market was recognized and appreciated by consumers, it is important that its advertising is as intense. Due to the sensitivity of children to advertising content and messages advertising products, is very important that they be protected as to advertise on them would not lead to a negative character. In addition, there are numerous legal restrictions that its regulations protecting children's rights and personality, which are required to apply all companies in the Republic of Croatia.