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At M&S Food we pride ourselves on our strong heritage of brand values and our unique business model that allows us to create long-term value for our customers through the effective use of resources and relationships. Central to this model is our belief in being responsible, fair, decent and truthful in how we source and produce our food. And we recognise that we also have a duty to be just as transparent and responsible in how we sell and market our foods too. Therefore, this document seeks to set out the specific principles that we follow in any of our external marketing communications. For details on how we source and produce our foods please visit link here.

The following Responsible Food Marketing Principles are based on the International Chamber of Commerce (ICC) framework for Responsible Food and Beverage Marketing Communications, and exceed the standards set through current legislation.

In all of our Food Marketing Communications, we promise that: 

  1. Everything we say will always be legal, decent, honest and truthful; never misleading 
  2. How we write about, how we display and how we talk about our food and drink will always accurately and realistically show any material characteristics advertised and we will never mislead our customers over any of those characteristics. 
  3. Any nutrition and health benefit claims included in our communications will always have a sound scientific basis, and adhere to any local regulations
  4. We won’t encourage or condone excessive consumption; portion sizes will always be appropriate to the setting portrayed, who we intend to enjoy it, and government-recommended daily calorie intakes
  5. Where possible we will encourage the promotion of healthy, balanced diets
  6. Food products (e.g. drinks, bars, soups etc.) not intended to be substitutes for meals will never be represented as such 

Marketing to Children:

Although the CAP and BCAP codes do not prohibit advertising to children in the UK, many studies have shown that children under the age of six cannot distinguish between editorial content and advertising. And many more have shown that children under the age of twelve can be particularly susceptible to advertising and marketing messages.  Which is why at M&S Food we promise that we will never actively direct any Marketing Communications to children under the age of twelve, and only ever direct our advertising to gatekeepers (adults, parents, guardians) instead. Furthermore, we will never directly advertise any HFSS products (those high in fat, sugar or salt) to children under the age of eighteen in any circumstances.

In addition, we promise that we will never:

  1. Convey misleading or harmful messages to children, directly or indirectly
  2. Suggest a sense of urgency to children
  3. Undermine parental authority, responsibility, judgement or influence
  4. Include any direct appeal to children and young people to persuade their parents or other adults to buy products for them
  5. Exploit a child’s inexperience or credulity
  6. Encourage unhealthy dietary habits in children
  7. Blur the boundary between child-focussed editorial content and commercial promotion


M&S is Clothing & Home is a business that seeks to do things in a responsible way. Our advertising and communications are designed to inspire and inform our customers and our commitment is to always do this in a way that is fair, considerate, informative, inclusive and transparent. We have a daily dialogue with our customers and value their input and feedback. Every day our marketing team ensures that our customers are at the heart of everything we do. 

Our approach includes, but is not limited to, the following principles – 

  • As an absolute minimum, all our marketing, advertising and promotions must comply with the relevant laws, regulations and self-regulatory codes;
  • We will never mislead our customers; 
  • We will always be fair and transparent when labelling and promoting our products, enabling our customers to make informed choices;
  • We always take a responsible and inclusive approach to casting models;
  • We always take a responsible approach when marketing children’s products, for example we are signatories to the BRC Childrenswear Guidelines;
  • We will never take part in any unsolicited marketing activities and will always alert customers if we are made aware of unsolicited marketing that uses the M&S brand without authorisation
  • We will never knowingly advertise in media or on websites that contain extremist views or explicit content

Our approach to cyber security always puts the customer first and we use the latest technology and advanced security systems to protect the data we hold.


Our Welsh Language policy can be seen here.