The study presented in this book aimed to explore the scenario of advertising to children, specifically on television, from the perspective of a group of children's reception, linked to their consumption practices. The research was justified from the perspective of deepening the debate on consumption and childhood, focusing on the reception of children's advertising on television and the evidence of consumption of goods that can be found in this child/television/advertising relationship. The analysis of the data obtained showed that television advertising can attract children's attention and desire, but it is not a decisive factor in the consumption of goods. Children not only dislike watching commercial breaks, but their friends and the internet have a stronger influence on their consumption habits.