Unilever, which owns Popsicle and Good Humor, introduced yesterday that it might cease promoting meals and drinks to youngsters below 12 in conventional media, and advertising to beneath 13 in social media.
The choice relies on childhood weight problems considerations, in line with a Unilever weblog put up. Transferring ahead, the multinational firm will root the advertising and marketing efforts for child-pleasant meals and beverage merchandise in a brand new, three-pillar method targeted on aiding mother and father and caregivers in selecting wholesome choices for kids.
To that finish, Unilever says its kid-range food and beverage merchandise shall be responsibly communicated, bought, and developed, in addition to the topic to greater than a dozen new ideas outlining advertising and product methods.
Critics have long chided sugary packaged meals as a central fueler of the childhood weight problems epidemic. An Obama-era initiative led to industry standards that minimize sugar content material in meals like cereal and yogurt marketed to youngsters. In 2014, The Coca-Cola Co., Ferrero USA, The Hershey Co., Hillshire Brands Co., and Mars, Inc. all pledged not to market their merchandise to youngsters below 12. Lately, the trend has begun to swing back in the direction of sugar, with many common cereal manufacturers debuting candy-inspired flavors simply this year.
Whereas it’s been a number of years since manufacturers started first pulling again from child-focused advertising and marketing, Unilever does appear to have a barely extra detailed technique. In its announcement, the corporate stated it is not going to direct any meals and beverage promoting in measurable media towards youngsters underneath 12 or audiences by which kids make up greater than 25%. On digital platforms, the corporate mentioned it’ll solely promote to individuals 13 and over—in keeping with most social media platforms’ age requirement of 13 years.
The model additionally stated it wouldn’t make use of influencers who’re below the age of 12 or who market to shoppers underneath 12, or use licensed cartoon characters or model fairness characters in advertising that attraction primarily to youngsters below 12. Different pointers specified by the corporate’s ideas embrace making certain that the product isn’t promoted in faculties or children’s movies and that promotional giveaways align with the general requirements.