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No more Mars bar ads for children No more Mars bar ads for children
(10 minutes later)
The company that makes chocolate bars such as Mars and Snickers, is to stop targeting its advertising at under-12s.The company that makes chocolate bars such as Mars and Snickers, is to stop targeting its advertising at under-12s.
Masterfoods will stop advertising in magazines and television programmes intended for children under the age of 12 by the end of the year.Masterfoods will stop advertising in magazines and television programmes intended for children under the age of 12 by the end of the year.
Masterfoods, which also makes Twix and Maltesers, already has a policy of not targeting children under six.Masterfoods, which also makes Twix and Maltesers, already has a policy of not targeting children under six.
The move comes after TV watchdog Ofcom said it would ban junk food advertising during children's TV programmes. The move comes after TV watchdog Ofcom said it would ban junk food advertising during TV shows aimed at under-16s.
The regulator also warned, during the November announcement, that it would ban such adverts during adult programmes that are watched by a lot of children. During the November announcement, the regulator also warned that it would ban such adverts during adult programmes that are watched by a lot of children.
A Food Standards Agency ratings system will be used to assess which foods are too high in fat, sugar and salt to be advertised to children. A Food Standards Agency (FSA) ratings system will be used to assess which foods are too high in fat, sugar and salt to be advertised to children.
But there have been some complaints that the system would also outlaw products such as cheese and marmalade. 'Measures too broad'
Meanwhile, Masterfoods has said it will continue to target its "Better For You" ranges at children over the age of nine. But there have been some complaints that the system would also outlaw advertising for some popular products.
For example, the FSA's measure would lead to adverts for cheese, marmalade and Marmite being banned, the Grocer magazine said.
But Masterfood's decision is significant because of the age-limit it has chosen for its campaigns, Hamish Pringle from the Institute of Practitioners in Advertising said.
"We're all grasping for an appropriate age-band to not target with advertising and this is the emerging consensus view", he says.
Ofcom plans to ban junk food advertising from programmes aimed at children under 16.
Meanwhile, Masterfoods has said it will continue to target its "Better For You" range at children over the age of nine.