British consumer goods giant Unilever has announced that it will no longer target children with marketing content for its food and beverage brands.
The multinational’s so-called “enhanced principles” specify that promotional content will not target anyone under 16, and that no data will be stored on customers under 16.
Further policies include a pledge to no longer use influencers, celebrities or social media stars who are under the age of 16, or whose primary audiences are under 16s in any marketing content.
Unilever will also refrain from any advertising in schools, unless their products or brands are used for educational purposes and specifically requested.
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This new set of values follows on from the brand’s 2020 pledge to cease its marketing activities targeting under-12s through traditional media and expanded this to under 13s for social media.
The UK’s existing laws surrounding the promotion of high fat, salt and sugar (HFSS) goods mean that Unilever’s new marketing and communication values are already either partially met, fully met or exceeded.
“Recognising 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,” Unilever president of global ice cream, Matt Close said.
“By making these changes, our goal is to continue to reduce children’s exposure to advertising from the food and beverage industry, and instead support parents to select appropriate treats, to be enjoyed from time to time.”
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