Rudd Center for Food Policy and Obesity
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Mars

International Food and Beverage Alliance Global Policy on Marketing and Advertising to Children (IFBA Pledge)

Exempts food, chocolate, confections and gum products that are not of interest to children, as well as particular foods for particular marketing techniques. Specifcially exempted are gatekeeper-oriented branded partnerships with Disney for My M&M’S on both brands’ websites. Additionally, Mars says they “may develop new branded websites to promote other partnerships." The restriction on celebrities and animated characters applies to chocolate, confections and gum products only (thus celebrities can be used to market some main meal and side-dish products). Communications regarding some main meal and and side dish products may also be conducted in schools. Children can still be depicted chewing gum products in advertising,