Děti jako cílová skupina v marketingu

My bachelor thesis focuses on marketing communications targeting child audiences, covering everything from overt advertising to hidden tactics that challenge current ethical and legal boundaries. The introductory part provides a summary of the current legal framework governing marketing to children in the Czech Republic, within the context of selected international regulations. Furthermore, the thesis explores methodologies for identifying whether marketing communication is primarily or secondarily targeted at children—whether through visual selection, language, influencer partnerships, or distribution channels. The analytical part focuses on two distinct product groups. The first group consists of products explicitly intended for children, such as toys, children’s food, or audiovisual content, where marketing is generally transparent and regulated to a certain extent. The second group represents products not officially intended for children but whose marketing strategies nonetheless appeal to them—typically tobacco products, energy drinks, gambling, or cosmetics. The research focuses on the tools these brands use to reach children and the potential impact such marketing has on the development of values, preferences, and consumer behavior among minors. The objective of the thesis is to highlight the risks of hidden targeting, evaluate the effectiveness of current regulations, and initiate a discussion on the ethical responsibility of brands toward this vulnerable target group.