ABSTRACT This study examines parental attitudes towards LGBTQ characters in Flemish children’s television shows. Through a survey, this research aims to investigate predictors for the attitudes and levels of resistance among parents, considering specific sociodemographic characteristics and parents’ perceptions about the impact of television and children’s sexual development. Data were collected from 614 Flemish parents with children aged four to twelve. The results reveal overall positive attitudes towards LGBTQ inclusion. However, attitudes are more negative towards gender diversity (trans and non-binary characters) compared to sexual diversity (non-heterosexual characters). Furthermore, attitudes towards sexual diversity differ among parents: fathers display more negative attitudes compared to mothers, and resistance is highest for parents with a lower educational attainment. Parents who believe in the prosocial impact of LGBTQ representation exhibited more positive attitudes, whereas those with conventional beliefs about children’s sexual development displayed more resistance. This study offers insightful findings for future research, television producers, and media literacy initiatives aimed at providing a more inclusive media landscape and promoting acceptance among children and parents alike.