TikTok’s rapid rise and popularity pose challenges to young users. This study applies a mixed-methods approach to examine the impact of advertising on generation Alpha through the analysis of 500 child-targeted videos and the Delphi method with 12 psychologists. The quantitative content analysis reveals that TikTok’s short, dynamic videos cater to children’s preferences, with significant gender-based segmentation: boys are more frequently exposed to political and sports content, while girls encounter more beauty and lifestyle content. Experts indicate that the app’s fragmented, fast-paced content diminishes attention spans and fosters addictive purchasing behaviors among the youngest audience. Furthermore, the subtle nature of influencer-driven advertising complicates children’s ability to identify promotional content, potentially heightening their consumerism and anxiety. Thes...