Everyday children are exposed to the selling message of advertisers via the television. There isrnsome debate in the literature over the age at which young children can distinguish televisionrnadvertisement from programs, when they can remember and what they see and when they arernable to understand that the advertiser's motive is to sell a product. Resolution of the debate hasrnbeen hampered by methodological difficulties and paradigms which fail to fully capture andrnexplain children's response to advertisement. Objectives of the study was to assess the contentrnand impact of TV advertising on children's behavioral, attitudinal and social development and itsrnregulation at Jimma University Community School. Mixed research approach was employed.rnStructured and semi-structured questionnaires and interview were used to collected data from thernchildren, Ethiopian Radio and Television Agency and three selected advertising agencies inrnAddis Ababa. In this study 295 children were participated with the mean age of 12. The studyrnshows that children under study are very much aware about TV commercials features like:rntruthfulness, annoyingness and injluencing characteristics of the advertising. Most advertisingrnagencies do not carry out their works with the help of professionals this may lead advertisings tornhave information that may have unintended side effects that are not part of the selling intent. Andrnthere are national and international regulations and code of practice that are not still functionalrnby advertising agencies and broadcasting Medias. Beside, there is a significant amount ofrnadvertising uniquely designed for and specifically directed to audiences of young children. Suchrnadvertising efforts are fundamentally unfair because of young children's limited comprehensionrnof the nature and purpose of television advertising. Therefore, integrated and disciplinaryrnapproach is needed to protect children from the misleading message of TVadvertisings