Brazil is a society structured by patriarchy (Teles, 1993, Zapater, Venturini, Godinho, 2013), sexism (Goncalves & Lapa, 2008, Tiburi, 2014), classism and racism (Carneiro, 2017, 2012, Diniz, 2015). In this article, we investigate how advertising to children reflects these values, focusing on learned gender social roles. We argue that advertising to children in Brazil stimulates very limited social roles for boys and girls, reinforcing traditional stereotypes about men and women, affecting negatively children’s social and personal development. We use a feminist approach, combined with studies of consumerism in contemporary societies, to analyze two cases of advertising contested by Alana Institute, a non-profit organization that discusses regulation on advertising to children in Brazil. The cases chosen reflect the gender difference in advertising directed to boys and girls and signal that marketing to children reflect broader gender stereotypes of Brazilian society.