With growing concern on childhood obesity, Unilever has announced new principles for marketing food and beverage products to children. Makers of Ben & Jerry’s and Klondike, among many others, said they will no longer target ads to children under 12. These new policies will apply to communications on TV, radio, digital mediums, social media, apps, PR materials, online games, and product placements.
Unilever also said it will not direct any social media at kids under 13. It will also restrict its influencer policy, not using influencers under the age of 12, nor influencers who primarily appeal to children under 12. (Major social networks like Facebook and Instagram don’t allow users under the age of 13.)
Unilever said the changes in targeting take into consideration both the content of the advertising and its placement. The company said for television and other measurable media, it will not run ads where children age under 12 represent over 25% of the audience. For the content, it said creative execution marketing communications should not be designed to target kids under 12.