Methodology: Six papers, four based on studies in India and two on studies abroad were reviewed for this purpose. It has been observed that advertisements significantly alter buying patterns among consumers. Young consumers are especially susceptible to such effects of advertising as their cognitive and critical skills are not enough developed. Parents’ perception of the effects of advertising on children as well as responses from children themselves have been considered. Responses from children living in rural and urban areas, those belonging to age group of 8-14 years and teenagers, males and females have been analyzed for a more comprehensive discussion.

Result: The overall effects of advertising on children’s consumption habits are mixed, in that, source of market information, knowledge of product pricing, consumer socialization is considered one of the benefits of advertisement exposure to children as it helps in developing consumer awareness of products, brands and role of consumption in daily life while poor eating habits, promotion of materialism, dissatisfaction from life, conspicuous consumption are some of the concerns raised about the negative effects of advertising.

Contribution: This paper provides insights into how advertisements shape children’s purchasing behaviors, highlighting key observation and trends, factors influencing decisions, and the implication for marketing strategies. This study is crucial as it highlights that long term effects of exposure can guide policy changes and role of regulators to enforce guidelines, ensuring transparency, and promoting ethical and sustainable marketing practices to protect vulnerable consumers from misleading and harmful advertising.