Our paper deals with the relationship between sustainability, media advertisements and their effect on children. This topic is highly actual today, as the children of today, who grow up in front of the TV will be the consumers of tomorrow. The perpetual growth of consuming and gathering material goods is not serving the sustainable development. However advertisements keep on telling us that we should purchase, buy, have things, as we all are what we can buy. On can buy happiness or become like protagonists featuring in the advertisements. Regardless of the actual programme, this is the overall message of the advertisements. Adults may be able to look at these ads from a critical point of view, but children, who are much more vulnerable in front of the effects of television, tend to take a dreamworld for reality. The aim of the paper is an empirical research on 7-9 years children. The primordial question of our research is the way how the commercials had effect on the children's view on the world, view on themselves, their own and their family's present and future consuming habits.