It is being reported that confectionery giant Masterfoods, which makes Milky Way and Snickers candy bars as well as M&M candies, will stop marketing its core products to children under the age of 12 by the end of the year. The new policy will cover all aspects of their advertising efforts.
This comes after the European union authority DG Sanco, (similar to the FDA here in the U.S.), sent an inquiry to Masterfoods several months ago about the company's marketing and advertising of its products targeting children. In response, Masterfoods sent a letter to DG Sanco on Friday saying that they will not be advertising these products to children under 12 years of age. This includes their products such as Snickers, M&M's, Twix, Skittles, Starburst and Milky Way.
I like this a lot Masterfoods! Now maybe, just maybe, our kids will stop begging for candy they never knew they loved. What's more? Masterfoods seems to be setting a trend that targeting kids for junk food sales is not helping combat childhood obesity. Many say it could be as bad as targeting cigarette ads at kids.