I was traveling the past couple weeks and wanted to send a small token of appreciation to one of the friends I stayed with. I know the family likes M&Ms, so I decided to order from there. When I clicked on the ordering page, the message I received is pictured here.
Impressive. Here’s a beloved brand of delicious chocolates and before you can complete the online transaction, they want to ensure that you are old enough to do so.
According to their website: being a manufacturer of some of the world’s best loved chocolate, confectionery, chewing gum and food brands comes with a responsibility to market them in appropriate ways, especially to children and when using digital marketing channels.
The code also states that Mars does not place vending machines offering its snack food products in primary schools and does not offer Mars-branded educational materials or sponsor sporting events at primary schools, except in connection with established educational or public service messaging programs on responsible gum disposal and oral health care, or upon the request of schools.
I know there are lots of brands out there with similar programs (alcohol and cigarettes, for example). I applaud the effort to consider the impact of your marketing programs on the intended target.