Confectionary giant Masterfoods plans to discontinue marketing to children 12-years-old and younger, according to a report in the U.K.'s
Financial Times. The paper reported that Masterfoods,
which markets such confectionary brands as Mars and Snickers and sent a letter the European Commission saying it has made a decision to made 12 the "cut-off" age for marketing all of its core
products. The news comes as pressure mounts over the role big food marketers are playing in childhood obesity. Publicis' MediaVest unit handles Masterfoods' media planning and buying.
