Mars to Stop Targeting Kids Under 12

Mars Inc., the maker of Mars, Snickers and Twix, among other brands, will cease to target its core confectionary products to children under the age of 12. The new advertising policy will apply to all advertisements, including online and new media, for its snack foods and confectioneries and is expected to be fully implemented by the end of the year. Mars spokeswoman Marlene Machut says the decision resulted from a review of the company's advertising policy - which already prohibits targeting children under the age of six -- and was driven by consumer demand. Some speculate that this move comes after Ofcom said it plans to ban junk food advertising from programs aimed at children under 16.