Unilever will no longer sell food or beverages to children under the age of 16 via traditional or social media channels. In most countries throughout the world, the food and beverage industry generally prohibits marketing to children under the age of 13.
The following are some of Unilever’s improved principles:
· No marketing or social media communications should be directed at children under the age of 16.
· Data about minors under the age of 16 is not collected or stored.
· Use of influencers, celebrities, or social media stars under the age of 16 or who predominantly appeal to youngsters under the age of 16 is prohibited.
· Limiting child attraction to influencer content and providing clear and prominent notice of provisions to influencers.
· Continuing to refrain from marketing our brands or products in schools, unless when specifically requested to participate in instructional campaigns.
Unilever’s food and refreshment portfolio, which includes the likes of ice cream, will be guided by these principles. The deadline for brands to comply with these updated principles is January 2023.
“We believe it is critical to raise the bar on responsible marketing to a minimum age of 16 years old across both traditional and social media, We recognise the potential impact that social media and influencer marketing may have on children’s decisions,” said Matt Close, Unilever’s President of Ice Cream.
Our goal with these improvements is to continue to decrease children’s exposure to food and beverage industry advertising while assisting parents in selecting appropriate treats to be enjoyed on occasion.”
Unilever was one of the first firms to implement particular standards for marketing its food and beverage goods to children in 2003, and it has continued to lead the way in implementing new and enhanced concepts. Unilever declared in 2020 that it would no longer market or advertise foods and beverages to children under the age of 12 in traditional media and under the age of 13 in social media channels.
All relevant country laws and regulations, as well as self-regulatory codes, are followed by Unilever’s marketing and point-of-sale communications. Existing regulations and legislation in some nations, such as the United Kingdom and Portugal, meaning that these new principles are already partially met, fully met, or exceeded.
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