The single largest advertiser in the country Hindustan Unilever Limited (HUL), recently decided that they limit their advertising and marketing operations to the below age of 16 years from 2023 onwards. This decision has been taken by HUL during an increasing survey on how the many products which are high in fat, sugar, and salt are mostly marketed to kids below the age of 16 years by the food and beverages market. These products are magnum and kwality walls ice cream, jams, Hellman’s, Horlicks, Knorr soups, ready-to-cook foods, etc. These brands will start following the guidelines received by HUL.
I don’t feel that kids are necessary for each ad campaign to make it appealing, said, Nikita Bhate, business director- digital integration(strategy) at chimp & z Inc. To increase the virality of the campaign among the audience there are a lot of ways for it. It will give HUL more to explore different communication channels and give creative freedom while giving some fresh content to look for the audience. For HUL it is uncertain how this change will be accepted because the parent has stressed conscious consumption of products like high salt, sugar, and fat.
HUL also stated that they will not be using kids’ influencers or influencers who have kids’ followers to advertise its products. After the decision, all media channels including the digital platform will follow the guidelines of HUL regarding advertising and marketing operations. Lloyd Mathias, independent director, and a well-known marketer said “most advertising to kids is more or less to utilize children’s innocence for commercial gain.
Many brands have taken measures since kids are more on all types of media and social media where they can follow their favourite influencers. Media is a powerful tool and when children are exposed to media showing other children food which have high fat, salt, and sugar children would easily get influenced and naturally want to have those kinds of products which they see in ad and children may not have the sense of judgment to differ from healthy food to unhealthy food choice and they mostly prefer junk food. But nowadays, there is growing awareness about health and opting for healthier food options among customers. It is challenging for brands who are under HUL, with a brand image that is inseparable from kids, but overall HUL’s decision is applauded.
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