The contribution, based on a descriptive investigation, describes differences in perception of tobacco advertising in the time context by respondents divided according to smoking behaviour and also according to the age of children and youth from 9 to 14 years old. In the next part the perception of tobacco advertising is concretized in connection with cigarettes brands present in media, advertising and social environment of children and youth, again by division according to the type of smoking behaviour and the age of respondents.

Key words: new perception – older perception – tobacco advertisement – brand of cigarettes – children and youth – non-smokers