A display apparatus comprising: a display unit adapted to display images; an imaging unit adapted to capture a moving image in an image display direction; an image analyzer adapted to analyze the moving image captured by the imaging unit to detect a face of a user in the moving image, wherein the display apparatus is adapted to calculate a distance between the imaging unit and the user that should be guided to a proper viewing position; and a display controller adapted to control the display unit to perform display in order to guide the user to the proper viewing position, characterized in that the display apparatus is adapted to calculate the viewing position of the user including direction with respect to the optical axis of the imaging unit and distance of the viewing position from a plane through the imaging unit and perpendicular to the optical axis of the imaging unit, wherein the distance is calculated by a comparison of the face size of the user's face detected in the moving image to a reference face size of a reference face at a reference distance, to determine whether the user is a child or an adult based on the face detected in the moving image, and to determine that the user should be guided to the proper viewing position, when the user is a child and when the distance of the calculated viewing position is shorter than a predetermined minimum distance and the calculated viewing position thus falls within a predetermined approach warning area, wherein past calculations of the user's viewing position are used if the user's face leaves the angle of view of the imaging unit by presuming or calculating the viewing position from said past calculations. a display unit adapted to display images; an imaging unit adapted to capture a moving image in an image display direction; an image analyzer adapted to analyze the moving image captured by the imaging unit to detect a face of a user in the moving image, wherein the display apparatus is adapted to calculate a distance between the imaging unit and the user that should be guided to a proper viewing position; and a display controller adapted to control the display unit to perform display in order to guide the user to the proper viewing position, the display apparatus is adapted to calculate the viewing position of the user including direction with respect to the optical axis of the imaging unit and distance of the viewing position from a plane through the imaging unit and perpendicular to the optical axis of the imaging unit, wherein the distance is calculated by a comparison of the face size of the user's face detected in the moving image to a reference face size of a reference face at a reference distance, to determine whether the user is a child or an adult based on the face detected in the moving image, and to determine that the user should be guided to the proper viewing position, when the user is a child and when the distance of the calculated viewing position is shorter than a predetermined minimum distance and the calculated viewing position thus falls within a predetermined approach warning area, wherein past calculations of the user's viewing position are used if the user's face leaves the angle of view of the imaging unit by presuming or calculating the viewing position from said past calculations. to calculate the viewing position of the user including direction with respect to the optical axis of the imaging unit and distance of the viewing position from a plane through the imaging unit and perpendicular to the optical axis of the imaging unit, wherein the distance is calculated by a comparison of the face size of the user's face detected in the moving image to a reference face size of a reference face at a reference distance, to determine whether the user is a child or an adult based on the face detected in the moving image, and to determine that the user should be guided to the proper viewing position, when the user is a child and when the distance of the calculated viewing position is shorter than a predetermined minimum distance and the calculated viewing position thus falls within a predetermined approach warning area, wherein past calculations of the user's viewing position are used if the user's face leaves the angle of view of the imaging unit by presuming or calculating the viewing position from said past calculations.