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We live in an ever-much more digitalised environment, and while classic media these as Tv set, earlier mentioned-the-line and retail points of sale even now have a robust role to participate in in advertising and marketing, models and their audiences are ever more participating and interacting on social and digital channels.
For extra than 15 a long time, self-regulation in the foods and beverage sector has supported responsible advertising to young children. In actuality, Unilever was 1 of the to start with to utilize rules for advertising and marketing to youngsters.
But as our marketplace and audiences evolve, we keep on to challenge ourselves to established the bar larger. We have labored challenging to strengthen the industry’s collective criteria for dependable marketing. For instance, it has viewed us build, amongst a lot of other initiatives, the #Unstereotype criteria that maximize range and inclusion in the creators and articles of our advertisements.
Now we are likely even even more and championing a dedication to new global principles for responsible internet marketing to children.
Operating to raise the bar for responsible marketing to little ones
In our connected world, kids study on the web. At 12–13 yrs of age, on normal, a child receives their 1st smartphone. From 13, they can enter the globe of social media, making their individual content material and participating with and adhering to influencers on platforms this sort of as Instagram, TikTok, YouTube or Fb.
We recognize that youngsters are progressively exposed to on-line marketing material from a broad vary of industries. So, from 1 January 2023, Unilever will stop internet marketing and marketing food items and beverages to children beneath the age of 16 a long time aged throughout both regular media and social media channels.
As always, our marketing and place-of-sale communications will comply with all pertinent state regulations and rules as very well as self-regulatory codes that tutorial us. In some markets, like, for case in point, the British isles and Portugal, present codes and laws signify that these new ideas are by now both partially achieved, completely satisfied or exceeded. But for most nations throughout the world this is a main phase ahead.
Our new key rules for dependable marketing and advertising to children
- We will not goal young children beneath 16 years outdated with any advertising or social media communications.
- We will not obtain or keep facts on kids beneath 16.
- We will not use influencers, famous people or social media stars who are below the age of 16 or mainly appeal to youngsters beneath the age of 16.
- We will deliver apparent and notable disclosure of our provisions to influencers and limit youngster appeal to influencer written content.
- We will proceed to chorus from endorsing our models or goods in colleges, with the exception of participation in educational campaigns when especially asked for.
Recognising and reacting to the electricity of social media impact
The rules will utilize throughout Unilever’s foods and refreshment portfolio which involves ice cream. “We imagine that individuals ought to have a handle from time to time,” states Matt Close, Unilever’s President of Ice Product. “We are fully commited to industry these treats responsibly. That signifies we need to recognise the ability of social media and influencer internet marketing on children’s options – and tackle it.”
In reality, our buyer insights have uncovered that exterior major foods, kids take in all over 12 snacks a day and try to eat ice product five periods much more often than grown ups. Our insights have also highlighted that 88% of these treats are consumed with other individuals and at these times, children are the crucial determination-makers.
Clear packaging signposting to aid inform choices
Our new advertising and marketing tactic has been designed to guidance mother and father and caregivers in figuring out the permissible treats we supply for kids devoid of compromising on pleasure.
Merchandise bundled are our ice cream solutions these types of as Twister, Paddle Pop, Mini Milk and our Disney vary, as perfectly Horlicks wellness food items beverages and Maizena porridges.
Our ice cream assure, ‘Responsibly Designed for Kids’, ensures that items are responsibly marketed in a way that permits dad and mom and caregivers to make informed options. The assure also makes sure that products are responsibly created to excite and reward children with an ice cream built according to Unilever’s Optimum Dietary Expectations, and that all of this is responsibly communicated in advertising that adheres to our new improved principles.
“It’s our objective is to proceed to minimize children’s publicity to promotion from the foodstuff and beverage field and to assistance mother and father in its place,” claims Matt. “This way, caregivers are set back again in the driving seat as determination-makers when it will come to their young ones possessing a take care of.”