Research shows that low levels of health literacy have negative consequences for the health of the individual and the community. The aim of the research is to establish the average level of health literacy in Croatia on a nationally representative sample and to identify characteristics that can be linked to particularly low levels of health literacy. The results show that the level of health literacy in Croatia, on average, is at the very border between problematic and adequate. Within the population, however, there are significant differences in the level of health literacy associated with the class, economic and social characteristics of individuals. Lower health literacy reflects in an individual‘s reluctance to respond to preventive screenings, keep weight below obesity levels, or exercise regularly. Our results suggest that raising the level of health literacy in Croatia should not rely primarily on media campaigns, because health information from the media is difficult for citizens to understand and use for the purpose of protection against diseases. Key words: health literacy, HLS-EU-16, public health.