This masters thesis examines current advertising strategies of the food industry especially the measures of the Ferrero company and takes an ethical point of view on the topic. Besides, special attention is paid to the target group of children who gets increasingly in the focus of the advertising companies. Due to the fact that children are easily influenceable and do not see through marketing strategies for usual, this thesis should give priority to the question of responsibility. Moreover, the effects of advertising strategies on the recipients' freedom of choice are taken into account.At the beginning some basics of advertising are reviewed, while not only on their aims and purposes, but also on different advertising forms and design possibilities. Moreover, models of the advertising effect are discussed as well as ethical objections against offensive advertising are brought forward. The second part deals with the subject „Children, Advertisement and Consumption“ and points out the relevance of media- and advertising competence. In this connection the statutory regulations are demonstrated with regard to child acquisition in Austria. The third chapter examines the Ferrero group. Beside the company's principles and guidelines, the advertising and marketing directives regarding child acquisition are questioned critically. The final chapter analyses a well-chosen advertising subject. In the course of a subjective appraisal, the current commercial of the Milch-Schnitte® is valued under inclusion of ethical aspects.As a conclusion can be deduced that there is no universal valid answer to the question, to what extent advertising strategies interfere in the freedom of choice. The reactions of single individuals whether old or young differ according to basic conditions. Nevertheless, a certain influence cannot be denied.