The quantitative content analysis examines advertisements from the years 2002 to 2006 in the five most widely circulated children's magazines: Micky Maus, Donald Duck Sonderheft, Lustiges Taschenbuch, Wendy, and Barbie (according to the Kids Consumer Analysis 2006). The aim of the study is to show how often (advertising share) children encounter different forms of advertising (standard vs. entertainment ads) in the selected titles, how the ads are presented, and which products are being advertised. Additionally, a temporal comparison of these studies from 2002 to 2006 will take place. Since there is evidently a legal gap regarding youth protection for advertising in children's magazines, an analysis will also be conducted based on § 6 Abs. 2 HS 2 No. 1 and No. 2 JMStV to determine whether advertisers address children with direct purchase appeals and calls to action in advertisements—something that is legally prohibited for advertising in broadcast and telemedia.