Championing no meals advertising to under-16s

We stay in an at any time-far more digitalised planet, and while common media this kind of as Tv, over-the-line and retail details of sale nonetheless have a solid job to perform in marketing, models and their audiences are progressively partaking and interacting on social and electronic channels.

For far more than 15 years, self-regulation in the food stuff and beverage industry has supported responsible promoting to little ones. In point, Unilever was one particular of the first to apply ideas for advertising to children.

But as our sector and audiences evolve, we continue on to problem ourselves to set the bar better. We have worked tough to fortify the industry’s collective criteria for dependable promoting. For instance, it has observed us make, amongst a lot of other initiatives, the #Unstereotype criteria that raise diversity and inclusion in the creators and material of our ads.

Now we are heading even even more and championing a determination to new worldwide concepts for accountable advertising and marketing to children.

Functioning to elevate the bar for responsible marketing and advertising to small children

In our linked earth, youngsters learn on line. At 12–13 decades of age, on normal, a child receives their very first smartphone. From 13, they can enter the environment of social media, producing their possess information and participating with and pursuing influencers on platforms this sort of as Instagram, TikTok, YouTube or Fb.

We understand that kids are increasingly uncovered to on the internet marketing material from a wide variety of industries. So, from 1 January 2023, Unilever will prevent internet marketing and advertising and marketing food stuff and drinks to small children underneath the age of 16 years aged across both standard media and social media channels.

As usually, our marketing and stage-of-sale communications will comply with all relevant place rules and laws as properly as self-regulatory codes that guidebook us. In some markets, such as, for instance, the British isles and Portugal, present codes and legislation mean that these new principles are presently either partly achieved, entirely fulfilled or exceeded. But for most nations throughout the globe this is a significant move ahead.

Our new vital ideas for dependable advertising and marketing to young children

  • We will not target kids under 16 several years old with any advertising and marketing or social media communications.
  • We will not obtain or store info on children beneath 16.
  • We will not use influencers, stars or social media stars who are below the age of 16 or generally appeal to children below the age of 16.
  • We will present distinct and popular disclosure of our provisions to influencers and restrict youngster attraction to influencer written content.
  • We will continue on to chorus from selling our brands or merchandise in universities, with the exception of participation in educational strategies when specially requested.

Recognising and reacting to the energy of social media impact

The concepts will use throughout Unilever’s foods and refreshment portfolio which includes ice product. “We believe that that people have earned a address from time to time,” says Matt Near, Unilever’s President of Ice Product. “We are dedicated to industry these treats responsibly. That signifies we need to recognise the electric power of social media and influencer advertising on children’s choices – and address it.”

In fact, our client insights have unveiled that outdoors most important meals, children consume all-around 12 treats a working day and try to eat ice cream 5 times extra generally than older people. Our insights have also highlighted that 88% of these snacks are eaten with other people and at these moments, small children are the crucial determination-makers.

Distinct packaging signposting to support notify choices

Our new advertising and marketing method has been created to guidance mom and dad and caregivers in determining the permissible treats we supply for youngsters with no compromising on enjoyment.

Solutions incorporated are our ice product items this sort of as Twister, Paddle Pop, Mini Milk and our Disney selection, as properly Horlicks health and fitness foods beverages and Maizena porridges.

Our ice cream assure, ‘Responsibly Created for Kids’, guarantees that items are responsibly sold in a way that enables mother and father and caregivers to make knowledgeable possibilities. The assure also makes sure that merchandise are responsibly formulated to excite and reward young ones with an ice cream produced according to Unilever’s Highest Dietary Specifications, and that all of this is responsibly communicated in marketing and advertising that adheres to our new enhanced rules.

“It’s our intention is to continue to lessen children’s publicity to advertising from the food items and beverage sector and to aid dad and mom instead,” states Matt. “This way, caregivers are put back in the driving seat as choice-makers when it will come to their young children acquiring a handle.”