To protect the consumer group of children, the German legislator has introduced a regulation in implementation of Directive 2005/29/EC. This regulation declares advertising that contains a direct appeal to children to purchase goods or services as impermissible. The author primarily examines the interpretation of the 'direct appeal to purchase' after providing an introduction to the development of child and youth protection against unfair advertising. The investigation is conducted using legal methodology with a particular focus on practical examples and concludes with a definition of the elements of the offense. The author also considers the European origin of the regulation through a European law-compliant interpretation.