Mars bar adverts won't be aimed at under-12s

Mars bar advertisements will no longer be aimed at under 12s. The age limit is to be introduced by Masterfoods, which also makes products such as Snickers bars.

It is the highest to be set by a major food manufacturer. Previously, its policy has been not to market products to those under six.

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In a letter to the European Commission's director-general for health and consumer protection, Masterfoods said: 'We have decided to make an official policy change to a cut-off age of 12 years for all our core products.'

This includes snack food and confectionery. The letter, obtained by the Financial Times, says the policy will apply to all advertising. It will be adopted by the end of the year.

The move from Masterfoods, one of the world's top 30 advertisers, is the biggest shift in marketing policy by a large food group since European officials threatened companies with regulation two years ago.

It follows increasing concerns about the links between advertising and childhood obesity. The World Health Organisation has called for restrictions on junk food adverts.