The company says its new marketing principles are designed to help parents and caregivers select foods, drinks and ice creams that are developed for children. Its Wall’s ice cream brand will lead the implementation of the approach.
Unilever cites the World Health Organization naming childhood obesity as one of the most serious public health issues of the 21st century as a key reason for the new principles on marketing and advertising foods and beverages to children.
By the end of 2020, the company will stop marketing and advertising foods and beverages to children under the age of 12 in traditional media, and below 13 via social media channels.
There will be control over placement and content of ads, and influencers, celebrities or social media stars who primarily appeal to children under the age of 12 will not be used.
Cartoon character use will also be limited.
Wall’s is becoming the first global ice cream brand with a ‘Responsibly Made for Kids’ promise.
This promise is based on three pillars, designed to help parents and caregivers when choosing products for their children: Responsibly Communicated, Responsibly Sold and Responsibly Developed.
By the end of 2020, every ice cream in the kids’ range will have no more than 110 calories and a maximum of 12g of sugar per portion and Unilever said it is continuously working to further improve this.
The company also said it would not offer gifts, toys, premiums or giveaways primarily appealing to children under 12 in its marketing communication.
Matt Close, executive vice president, global ice cream category, said, “We at Wall’s believe that everyone deserves a little joyous treat from time to time and we strive to offer something for everyone. Our promise is a genuine commitment to make and market products to children responsibly. It is the promise of better ice cream and healthier, happier children. Both now and in the future.”
The deadline for compliance with these new principles is the end of this year.