Mars Inc. launched the Mars Marketing Code in 2007, a global commitment not to market to children under 12 for all Mars food products (chocolate, confectionery, ice cream, gum and main meal products). Mars does not use nutrition criteria to guide its marketing across media channels. This Code was updated for the third time in 2014, and in doing so Mars Inc. has strengthened its commitment to responsible marketing practices. Mars Inc. will:
- Not undertake joint promotions with alcohol and tobacco products;
- Not enter partnerships between M&M’s and Disney;
- Audit its compliance with the Code both internally and externally, and publish the results of the audit externally. Mars also encourages the wider industry to follow this commitment through trade association discussions, promoting self-regulation as a viable alternative to regulation for marketing and advertising restrictions.