Our new approach
Take a closer look at our new principles for responsible food & beverage marketing to children
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The World Health Organization names childhood obesity as one of the most serious public health issues of the 21st century. And it’s a key reason why Unilever is committing to new principles on marketing and advertising foods and beverages to children.
It’s a move designed to help parents, caregivers and kids make informed choices about the food and drinks they buy, and to address the rise of social media, and the vast increase in products on sale.
By the end of 2020, we 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.
We’re implementing strict controls concerning the placement and content of our ads, and we won’t use any influencers, celebrities or social media stars who primarily appeal to children under the age of 12.
We’ll also be limiting our use of cartoon characters. While you’ll still see some on our point-of-sale materials, they will only be used for products with a specific nutritional profile.
Our ice cream business will be leading the implementation of this approach and putting these new principles into practice. Wall’s – the name behind brands such as Max, Paddle Pop, Twister and many more – 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.
“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,” says Matt Close, Executive Vice President, Global Ice Cream Category.
The deadline for compliance with these new principles is the end of this year.
Take a closer look at our new principles for responsible food & beverage marketing to children