Numerous studies have identified advertising as one of the factors contributing to the growth of child obesity. National legislations and industry self-regulation provide the advertisers with guidelines regarding the content of the food advertising targeting children. This paper examines mothers’ purchasing patterns in relation to their suggestibility by their children’s requests based on advertising. Additionally, it explores mothers’ attitudes toward food advertising targeting children and awareness of the self-regulating authority in the context of the growing issue of child obesity. Conclusions are based on our study of Czech mothers (n=707), whose suggestibility by children requirements is influenced by their positive attitude toward advertising (P=0.002). We conclude that emphasis on education of both children and parents in terms of understanding the various roles of advertising and its content is needed, accompanied by stricter regulation on both industry voluntary side and national legislation.