Unilever is self-imposing restrictions on how it advertises food to children, trying to stay ahead of governmental restrictions in Europe and elsewhere.
Unilever released a statement April 20 pledging that by the beginning of next year, it will no longer target children under 16 with advertising for its food or beverage products. That means not collecting data on children under 16; not using influencers, celebrities or social media stars who are under 16 or primarily appeal to children of that age; and no product promotion in schools, “with the exception of participation in educational campaigns, when specifically requested.”
“Recognizing 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,” Matt Close, Unilever’s president for ice cream, said in a statement announcing the policy.
Regulations in advertising to children are a hodgepodge of governmental and industry association rules. The UK passed one of the strictest measures anywhere last year; effective at the end of this year, it forbids TV advertising before 9 p.m. for foods high in sugar, salt and fat. A German advertising trade association last year extended its voluntary restrictions on junk food advertising to children 14 and under (it had previously been 12 and under). In Holland, a leading Dutch political party, the Christen-Democratisch Appèl, is calling for a complete ban on advertising such food to children.
