Unilever to change policy on marketing products to children

Unilever has announced that it will stop the marketing and advertising of its products to children under the age of 12.

The pledge forms part of new marketing principles that are designed to help parents and caregivers when choosing products for their children.

The implementation will be led by Unilever’s ice cream business, with Wall’s being the first global ice cream brand to carry the ‘Responsibly made for kids’ promise that will be displayed on packs.

As part of the changes, Wall’s ice creams such as Feast and Twister will have a maximum of 12g of sugar per serving.

Unilever has pledged to not use influencers, such as celebrities and social media stars, who are under the age of 12, and won’t use influencers who primarily appeal to children under 12.

Finally, the company will limit the use of (licensed) cartoon characters and of brand-equity characters in point-of-sale communications.

“We believe that everyone deserves a little, joyous treat from time to time and we strive to offer something for everyone,” said Matt Close, executive vice president, global ice cream category, Unilever.

“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.”