The aim of this thesis was to identify the sports literacy of parents and to examine their attitudes and perceptions about the impact of technology on children's physical activity and health. For the purposes of the research, a survey questionnaire with 13 items was used, which was filled out online. The sample consisted of 401 subjects, average chronological age 39.38±5.95 years. Of the total number of observed children, the average chronological age of which is 9.06±1.42 years, 49.12% (197) are female, and 50.88% (204) are male. The majority of respondents assessed their sports literacy and role in encouraging physical activity in children as average. The results of the research show the divided opinions of parents about the impact of technology and marketing content on children's physical activity and their choices, and about the contribution of technology in the development of creativity. Also, the results show that parents are not inclined to send their children on summer vacations with school and that their role in encouraging the child to engage in physical activity is not assessed as extremely important. The paper also found significant differences in the attitudes of parents in the observed variables according to the criterion variable of how important a role technology can play in a child's development. The variables that significantly differentiate them are the assessment of the extent to which technologies contribute to the development of a child's creativity and the extent to which marketing content and advertisements can influence a child's choice of physical activities. These findings point to the need for further education of parents about the importance of their role in promoting physical activity and managing the impact of technology on children's development.