Masterfoods to stop advertising confectionery to under-12s

by Darren Davidson, Brand Republic 05-Feb-07, 09:00

LONDON - Masterfoods is to stop marketing confectionery to children under 12 globally, putting pressure on rival food companies to follow its example.

The move by the makers of Mars and Snickers chocolate bars marks the first time a major food company has set such a low global age limit for the advertising of such products.

The self-imposed ban comes as pressure builds about the links between advertising and childhood obesity.

In the UK last year, Ofcom announced it is banning advertising for food and drink high in fat, salt or sugar during children's programming for under-16s.

Masterfoods already has a policy of not advertising to children under six. However, in a letter to Robert Madelin, the European Commission's director-general for health and consumer protection, the company said: "We have decided to make an official policy change to a cut-off age of 12 years for all our core products."

Core products include snack foods and confectionery. The letter said that the policy, which will apply to all advertising, including online and new media, will be taken up by the end of the year.

There are no global standards for marketing snack foods to children, with most companies choosing to advertise to children younger than 12.

PepsiCo, which sells crisps as well as soft drinks, does not have a global age limit for targeting children, while Cadbury Schweppes does not target children under eight as part of a worldwide, self-imposed ban.