The code outlines its commitment to responsible marketing including promoting healthy and active lifestyles, not promoting excessive snacking, not using celebrities in a misleading way or targeting children under 12.
It is now available to the public on Mars’s corporate website, which has been updated to include information about Mars’s Principles in Action platform.
Mars says five principles; quality, responsibility, mutuality, efficiency and freedom, inform how it operates across the petcare, chocolate, Wrigley, food and drinks businesses.
It has also outlined new ethical commitments including a target to cut greenhouse gas emissions to zero by 2040, without the use of carbon offsetting and regardless of business growth and extended its commitment to sustainable sourcing of materials such as coffee, tea, rice, fish, cocoa and palm oil.
The global announcement comes as Mars UK announces that Maltesers will be the first brand in the portfolio to go 100% Fairtrade.
Mars says The Principles in Action platform is based on five principles; quality, responsibility, mutuality, efficiency and freedom that informs how it operates across the petcare, chocolate, Wrigley, food and drinks businesses.
Paul S. Michaels, president and chief executive officer of Mars says: “Very reasonably, people want to know that they are choosing to support brands and companies that live up to their responsibilities to their Associates, consumers, customers, suppliers, communities and the environment.
“As a company, our objective is to create lasting, mutual benefits for all those involved in our business success by creating positive social impacts, minimizing our environmental impacts and creating economic value.”