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Unilever to axe marketing, social media aimed at youth

(Source: Bigstock)

Unilever says it will stop marketing food and beverage to children under the age of 16 across its media, worldwide.

In an update to its global principles charter, the conglomerate has introduced the following amendments: 

  • The company will not target children under 16 years of age with any marketing or social media communications.
  •  It will not collect personal data on children under 16 years.
  •  The business will limit children’s appeal to influencer content and also provides prominent disclosure of provisions to influencers.
  • Refrain from promoting its brands or products to schools, with exception of participation in educational campaigns.
  • Not influencing social media stars under the age of 16 or those who appeal to children.

Matt Close, president of ice cream at Unilever, said the brand recognises the power that social media and influencer marketing can have on children’s choices.

“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,” he said.

In 2003, the business was one of the first companies to apply specific measures for its food and refreshments marketing to children. The company’s marketing and point-of-sale communications comply with relevant country laws and regulations and self-regulatory codes.

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