Marketing Code

We want consumers to trust their favourite Mars brands.  This is why we have adopted a comprehensive global Marketing Code to ensure we follow strict guidelines when we advertise our products across all our markets, wherever we do business.  Read our full Marketing Code.

Compliance with our Marketing Code is audited annually by a third party in several countries.  We are also part of an industry coalition, the International Food and Beverage Alliance (IBFA), which commits member companies to upholding shared marketing standards.

Mars seeks to support parents in making healthy choices for their children.  One important aspect of the Mars Marketing Code is our commitment to not target advertisements to children under 12 years of age. In 2007, we were the first food company to announce a global commitment to stop advertising food, snack and confectionary products to children under 12.

Specifically, we do not buy advertising time or space if more than a quarter of the audience is likely to be under 12; nor do we advertise on websites aimed at those under 12.  Visitors to our web pages have to enter their birth dates before downloading branded wallpapers or screensavers or participating in activities.  Our advertisements and promotions never depict children under 12 eating snack foods, nor do we use them as spokespeople for our brands.

Our marketing code also outlines that Mars does not place vending machines offering our snack food products in primary schools and does not offer Mars-branded educational materials or sponsor sporting events at primary schools except in connection with established educational or public service messaging programs on responsible gum disposal and oral health, and upon the request of schools.  We provide non-branded machines and have broadened product choice to include water, dried fruits and cereal bars.

We support the Media Smart media literacy programme which teaches children to understand advertising in order to make informed choices. Mars does not produce confectionery containing toys.

We proactively use our brands to promote healthy active lifestyles. Click here, for more information.