Max Oliva, Associate Director, Social Impact Management
It is interesting to see today’s FT main story, which relates to Mars pulling out child adverts. They are to stop marketing confectionery to children younger than 12 by the end of the year, which relflects mounting concerns about the links in advertising and childhood obesity.
Masterfoods’ move is according to FT “the biggest shift in marketing policy by a large food group since European officials threatened companies with regulation two years ago”. Soft drink companies have done a similar move, agreeing to stop advertising to children under 12, although only in Europe (Coca Cola does it globally).
Is this a move which is to be followed by other competitors? Is it to take place only in Europe or on a world wide scale? Is corporate responsibility a stronger driver than legal “incentives” in order to make companies act?
Take a look at Responsible Advertising and Children.
Take a look at Mars’ 1983 TV ad “A Mars a day helps you work, rest, and play”.


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