The growing ranks of enterprises decided to make use of various type of in game promotions in their marketing strategy. Vast part of this promotional message is geared toward children and adolescent. There are a two important issue to bring up. Firstly, how children understand the promotional message featured in game environment and whether it is really effective marketing tool. Secondly, what are current ethical and legal problems and concerns about this new means of marketing communications targeting children? The analysis of literature review indicates that there is a real dilemma how to create a successful promotion in compliance with ethics and legal framework.