This project aims to understand the buying behavior of the child in relation to the option consumption of food products and the influence of media. To achieve the ultimate final goal, three intermediate objectives were outlined: present the main strategies used by marketing; identify key influencers; and present the current legislation in Brazil of child advertising. Thus, first were used bibliographic references, and then two researchers, one qualitative and other quantitative with the mothers to analyze the behavior of their children. Results show that children are exposed to television on average two hours a day and usually without the parents. The survey also revealed the preference for foodaccompanied by gifts or characters from children s programs.In addition, research has shown that the concerns, restrictions and influences of parents regarding feeding during growth are important and make a difference in children s consumption habits.