Unilever has announced an update to its global principles for responsible marketing, pledging to stop marketing food and drink to children under the age of 16 years, across both traditional media and social media.
Currently, in most countries in the world, the industry restricts marketing to children under 13 years old. The company stated that it wanted to raise standards in an increasingly digital world.
The consumer goods giant also pledged that it will not be collecting or storing data on children under 16 and would not use influencers, celebrities or social media stars who are under the age of 16 or primarily appeal to children under the age of 16.
Meanwhile, it will provide “clear and prominent” disclosure of provisions to influencers and limit child appeal to influencer content. It will also continue to refrain from promoting its brands or products in schools, with the exception of participation in educational campaigns, when specifically requested.
The principles will apply across Unilever’s food and refreshment portfolio, which includes ice cream. The deadline for brands to comply with the enhanced principles is January 2023.
“Recognising the power that social media and influencer marketing can have on children’s choices, we believe it’s important to raise the bar on responsible marketing to a minimum age of 16 years old across both traditional and social media, said Matt Close, Unilever’s President for Ice Cream.
“By making these changes, our goal is to continue to reduce children’s exposure to advertising from the food and beverage industry, and instead support parents to select appropriate treats, to be enjoyed from time to time.”
In 2003, Unilever was one of the first companies to apply specific measures for the marketing of its food and refreshment products to children, and the last major update was in 2020, when the company announced it will stop marketing and advertising foods and refreshments to children under the age of 12 in traditional media, and under the age of 13 via social media channels.
