Inclusion of children and young people into the world of consumer culture and consumerism is becoming one of the main features of contemporary childhood. Consumer habits of children and young people increasingly determine relationships with others, and ultimately towards parents. Consumption became massive at the end of the eighteenth century, and from the 21st century it became a hedonistic ideology for the possession of products and things that were often unnecessary or ineffective. Here a great role is played by a marketing companies, and child-directed advertising has proven to be a tremendously lucrative job. Mass media and advertising manipulative strategies work on the principle of producing false and unlimited needs and desires, all in order to upbringing children and young people as lifelong customers. The products, their brands and slogans are designed to promise illusory differentiation from others, create status groups or create consumer tastes. Consumerism is analyzed in this paper as a socio-cultural phenomenon, which becomes a pernicious ideology of seduction for children and young people, encouraging them to over-consumption. The most negative consequences of upbringing are visible in this population, because instead of personality development, the championships are given to possession of things. Additionally, parents are not afraid to expose their children to media exploitation, even though they are not even necessarily primarily guided by material interests, but by their aspiration to the glory of their children and themselves. This is the price of product fetishism, media tyranny, hedonism, and total alienation when media manage people.