October 5, 2022

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Ben & Jerry’s and Hellmann’s owner Unilever to stop advertising to under 16s


Ben & Jerry’s is a key brand within the Unilever product portfolio   (Ben & Jerry’s/Lindsay Bumps)

Ben & Jerry’s is a important brand name in the Unilever merchandise portfolio (Ben & Jerry’s/Lindsay Bumps)

Unilever, the foods and drink large at the rear of makes this sort of as Wall’s and Ben & Jerry’s ice product, options to quit promoting food stuff and drink to children below the age of 16.

From upcoming January, Unilever models will have to adhere to the new ban on advertising and marketing to under-16s, which will use across classic and social media. Influencers will be banned in an form of promotions concentrating on this age team and “child appeal” will be minimal in advertisements that do use influencers.

Matt Shut, president for ice cream, Unilever reported: “Recognising the energy that social media and influencer marketing and advertising can have on children’s options, we believe it is critical to increase the bar on accountable marketing and advertising to a least age of 16 yrs-aged throughout both of those standard and social media.

“By earning these variations, our objective is to go on to lower children’s publicity to advertising from the foodstuff and beverage industry, and rather help dad and mom to choose suitable treats, to be savored from time to time.”

The pledge extends a previous commitment built in February 2020 to stop advertising and marketing to kids below the age of 12 across regular media and to children aged less than 13 on social media.

At the time of its original self-imposed ban, Unilever dedicated not use any influencers, stars or social media stars who appeal generally to small children beneath the age of 12.

The firm right now also promised not to accumulate or retail store data on youngsters beneath the age of 16.

The ideas also go beyond existing regulations about marketing and advertising. In the greater part of nations around the world in the planet, the food items and beverage business restricts promoting to youngsters under 13 years aged.

In some markets, Unilever has previously had to adhere to limitations. In the Uk, meals or drinks that are substantial in fats, salt or sugar (HFSS) are not permitted to be promoted in a way that is directed at underneath-16s. The United kingdom federal government is tabling guidelines that will see a comprehensive ban on the advertising of HFSS food stuff and drink on electronic channels and on Television right before 9pm.

Unilever, which also owns makes like Hellmann’s mayonnaise and Dove cleaning soap, is one of the most progressive Uk organizations when it will come to ethically and socially liable company guidelines.

However, its concentrate on external effect and reason has drawn criticism in some quarters. Influential trader and big shareholder stated at the get started of this calendar year that Unilever experienced “lost the plot” with initiatives to “define the purpose of Hellmann’s mayonnaise”.



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