Unilever Food Brands To Stop Ads For Kids In Move For Responsible Marketing

Beginning next year, Unilever—the parent company of Ben & Jerry’s, Hellmann’s, Magnum, Wall’s, and 400 other names—will no longer be marketing its portfolio of food and beverage brands to children under the age of 16. 

Citing “new global principles” for responsible marketing, the conglomerate said it decided to raise the age limit from 13 to 16 due to the prevalence of social media in teenagers’ lives.

“We understand that children are increasingly exposed to online promotional content from a broad range of industries,” the company explained. 

The ban will extend to traditional media sources, such as television and print advertising, though point-of-sale communications will be made to comply with each country’s specific laws. 

In addition to its commitment to not market to teenagers, Unilever said it will no longer collect or store data on customers under 16 years old, engage influencers or celebrities who primarily appeal to that age group, and will continue to refrain from promoting its products in schools.

Previously, the firm had launched a similar initiative to halt advertising ice cream to children in a bid to help fight childhood obesity. 

Matt Close, Unilever’s President of Ice Cream, said that while the company does have famed desert brands under its care, it will “market these treats responsibly.” 

“That means we need to recognize the power of social media and influencer marketing on children’s choices—and address it,” he said. 

“It’s our goal to continue to reduce children’s exposure to advertising from the food and beverage industry and to support parents instead. This way, caregivers are put back in the driving seat as decision-makers when it comes to their kids having a treat.” 

[via Just Food and Unilever, cover image via Enchanted _fairy | Dreamstime.com]