• February 6, 2007

With candy makers under constantly increasing scrutiny for marketing to children -- and any connection to America's childhood obesity epidemic -- the Hershey Co. has found itself an older audience.

The company said yesterday it would partner with Harrah's to become the Official Chocolate of the 2007 World Series of Poker, a huge favorite of the young, male demographic.

Hershey is also running a contest awarding two "Sweet Seats" to the World Series of Poker Main Event, along with other trips to Vegas as prizes.

Separately, confectionery giant Masterfoods, which makes Mars, Snickers, and M&M's, reportedly has agreed to stop marketing all of its core products to children under the age of 12 by the end of this year. The policy is said to cover all advertising, including online and new media.