The present thesis deals with the legal requirements as well as with the provisions resulting from the Austrian self-regulatory code on the protection of children against inappropriate, unfair and inadmissible advertising. In particular, mainly the regulations of the Law against Unfair Competition are discussed. Since these are largely based on the UCP directive, the present paper tries to establish the link between the legal position in Austria and European Union law. The central rule in this context is number 28 of the annex to the UWG. In the first instance, the definition of the world "child" and the elements of offence of a direct challenge are clarified. Thus it is analyzed, to what extent the elements of offence of § 1a, 2 and 1 UWG can be applied to advertising directed at children. Recent rulings, as for example the decision of the Austrian Surpreme Court in the "Stickermania"-case are examined closely in order to emphasize the theories mentioned above.The second part of this thesis gives attention to the Austrian self-regulatory code issued by the Austrian "Werberat". By these means, the system of self-regulation is illustrated. In the end, the connection between the legal and the self-regulatory requirements are explained in detail.