Mars, Incorporated AdChoices & Cookie Notices
In this notice, you will find information on online interest-based advertising, including how to opt-out from interest-based ads. Additionally, we provide information on cookies and web beacons, including what we do with cookies and web beacons, what cookies may be set when you visit a Mars website, and how to reject or delete those cookies.
What are our policies regarding online interest-based advertising?
We support the Self-Regulatory Principles for Online Behavioral Advertising of the Digital Advertising Alliance in the US and for US consumers. More information about these Principles can be found here. Advertisements that we place online using interest-based data are expected to be delivered with the Advertising Option Icon to help consumers understand how their data is being collected and used and to provide choices for consumers who want more control. The Icon looks like this:
By clicking on the Icon when it appears, you can review information (and follow information) regarding online interest-based advertisements, including who is collecting and using your online data, how you can opt-out from receiving such advertisements, and more.
How do we serve advertisements through online interest-based advertising?
At times we display ads both on our network of owned and operated websites and on the websites of third parties. When you visit one of our websites or view ads that we serve elsewhere online, you may see different kinds of ads, such as text ads next to search results or video ads on web pages. Sometimes, these ads are based on the content of the pages on which they appear. Other times, these ads are generated by matching the particular ad to your interests as inferred from your online activities that have been collected over time. With interest-based advertising, the goal is to show you ads that are most relevant to you.
To do this, we and some of our third-party advertising companies use technologies such as cookies and web beacons to collect information about your interaction with our websites and other third-party websites (“Online Data”). This Online Data generally does not identify you to us personally and, typically, it is aggregated with other data to create segments – groups of users and certain general interest categories that we have inferred based on a variety of factors (for example, “sports fan”). The Online Data can include:
- The webpages, products and services you view and links you click when using our websites and services as well as third-party websites;
- Our e-mails that you view and links you click on within that e-mail;
- Whether you view or click on ads that are shown to you;
- Demographic or interest data, including general geographic location derived from IP address; and
- The search terms you enter when using certain search services.
We and our third-party advertising partners use this Online Data to paint a more accurate picture of the interests of the audiences with which we interact – including you – so that we can serve ads that are more relevant to those interests.
In addition, our third-party advertising partners use this Online Data for a variety of other purposes, including (a) in conjunction with advertising that appears on our website or other websites, (b) for reporting website traffic, statistics, advertisement data and other interaction with ads and the websites on which they are served, and (c) to measure the effectiveness of web-based and e-mail advertisements.
Why would you want to receive interest-based ads?
Consumers like to receive interest-based ads for many different reasons. Interest-based ads are helpful because they are more tailored to your particular interests. For example, cat owners may see more ads for cat food and fewer ads for dog grooming services. Interest-based ads also are more likely to help you discover new products and services that are actually relevant to you and your interests. For example, dog owners may see an ad about the latest dog-grooming products, whereas cat owners might be more likely to see an ad for the latest feline hairball solution. In short, receiving interest-based ads can help to improve your access to new products, services and features that are most relevant to you, which in turn could help to improve your life and social experiences. You also will not see the same ads over and over from us because the number of times you see a particular interest-based ad is limited. By opting-out of interest-based ads, you lose all of these benefits.
A Note on Google Analytics — To help facilitate the delivery of relevant content, we use Google Analytics Advertising Features, which you can learn more about and opt-out from here
How can you opt-out of receiving interest-based ads from us?
If you are no longer interested in receiving interest-based ads from any of our US sites, you can opt-out by contacting us using the information below. Please note, however, that opting-out does not mean you will no longer see ads from us online. It simply means that the online ads from us you do see will not be based on your particular interests.
Depending on where you live, you may be able to access one convenient place to indicate your preferences, including the option to make one “universal” opt-out of interest-based advertising with participating entities:
In the United States, visit this site: Ad Choices.
In Canada, visit this site: Your Ad Choices.
In the EU, visit this site: Your Online Choices.
When you opt-out using these methods, a cookie will be placed on your device indicating that you have opted-out of interest-based advertising. If you delete your cookies, you will need to opt-out again. These websites also provide detailed information about interest-based advertising and tips for managing your online privacy.
What are cookies and how do we use them?
Different types of cookies used by us
The cookies used by us are based on the International Chamber of Commerce guide for cookie categories: Strictly Necessary, Performance, Functionality, and Targeting.
'Strictly Necessary' cookies let you move around the website and use essential features like secure areas, shopping baskets and online billing. These cookies don't gather any information about you that could be used for marketing or remembering where you've been on the internet. We use these Strictly Necessary cookies to
- Remember things like information you've entered on order forms when you navigate to different pages in a single web browser session
- Remember the goods and services you ordered when you get to the checkout page
- Identify you as being logged in to a Mars website
- Make sure you connect to the right service on our website when we make any changes to the way the website works
Cookies we have defined as 'Strictly Necessary' cookies will NOT be used to
- Gather information that could be used to advertise products or services to you
- Remember your preferences or username beyond your current visit
'Performance' cookies collect information about how you use our website e.g. which pages you visit, and if you experience any errors. These cookies don't collect any information that could identify you – all the information collected is anonymous and is only used to help us improve how our website works, understand what interests our users, and measure how effective our advertising is. We use performance cookies to
- Gather information that could be used to advertise products or services to you on other websites
- Remember your preferences or username beyond your current visit
- Target adverts to you on any other website
'Functionality' cookies are used to provide services or to remember settings to improve your visit. We use 'Functionality' cookies to
- Remember settings you've applied such as layout, text size, preferences and colours
- Remember if we've already asked you if you want to fill out a survey
- Show you when you're logged in to our site
- Share information with partners to provide a service on our site. The information shared is only to be used to provide the service, product or function and not for any other purpose
Cookies defined as 'Functionality' will NOT be used to
- Target you with adverts on other websites
'Targeting' cookies are linked to services provided by third parties, such as 'Like' buttons and 'Share' buttons. The third party provides these services in return for recognising that you have visited our website. We use 'Targeting' cookies to
- Link to social networks like Facebook, who may subsequently use information about your visit to target advertising to you on other websites
- Provide advertising agencies with information on your visit so that they can present you with adverts that you may be interested in
What are Web beacons and how do we use them?
Some of our Web pages and e-mail updates may contain electronic images called Web beacons, sometimes known as one pixel GIFs, clear GIFs or pixel tags. On sites, these allow us to count visitors who have viewed our pages. In promotional e-mail messages/newsletters, they allow us to count how many subscribers have read them. Web beacons allow us to develop statistical information about the activities and features that most interest our consumers for the purpose of providing more personalized content. They are not used to access your personal information without your consent.
How can you opt-out of cookies?
Setting your browser to reject cookies
If you don't want cookies, you can set your computer to warn you each time a cookie is being sent or turn off all cookies through your browser (e.g., Internet Explorer or Firefox). Check your browser HELP menu to learn the correct way to change or update your cookies.
Alternatively, you may wish to visit which contains comprehensive information on how to do this on a wide variety of browsers. You will also find details on how to delete cookies from your computer as well as more general information about cookies. For information on how to do this on the browser of your mobile phone you will need to refer to your handset manual.
Please be aware that restricting cookies may impact on the functionality of Mars websites.
Updated: April 2017
If there is any conflict between the English version of this and a version translated in another language, the English version controls.