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Choc ad ban for children

5th February 2007

The company that makes some of the UK’s most popular chocolate bars has said it will stop targeting young children in its advertising campaigns.

Masterfoods, who make Mars, Twix and Snickers bars, will stop advertising in magazines and in between television programmes intended for children under the age of 12 by the end of the year. The company already avoids targeting children under six in its advertising and has extended the ban after TV watchdog Ofcom said it plans to prohibit all junk food advertising during television programmes aimed at under-16s.  Masterfoods' new policy will also cover websites targeted at children.

In its November announcement, Ofcom also warned that it would ban junk food advertising during adult programmes that are watched by children.  This week the European Union's committee on diet, physical activity and health meets to discuss what progress companies are making on self-regulation.

 

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