Unilever to stop targeting children under 12 in ice cream ads
These principles will be applicable to all of the company’s food and beverage marketing communications and activities globally
Unilever has released a 15-point plan, vowing to stop advertising ice-cream to children under age 12. The decision has been taken by the conglomerate to counter the public-health issues caused by obesity. In a report released by the company, Unilever stated: “We are now publishing our latest evolved set in the context of the continued concern about childhood obesity, the impact of social media and the vast number of products to choose from.”
The 15 principles include no direct marketing communication to kids under 12; creatives and the overall impression of the advertisement will not be directed to children; no advertising in or sponsoring films where the intended audience is children under 12; no depiction of children under 12 in marketing communications; no promoting the sale of products in the context of a programme directed to children aged under 12; no using cartoon characters or brand-equity characters appealing to children; no advertising using influencers who are under 12 years of age; no gifting toys, premiums or giveaways appealing to children under 12; no promotion of products in school among others.
These principles will be applicable to all of the company’s food and beverage marketing communications and activities globally. These may include, but are not limited to, television and radio ads (company-owned and third-party websites); and PR materials, and another form of communication.
The principles are based on the International Chamber of Commerce framework for Responsible Food and Beverage Marketing Communications.
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