Why is Unilever Quitting Marketing to Kids?


Corporations that promote unhealthy meals to youngsters like stroll a little bit of a tightrope. They ideally need youngsters driving demand by asking their dad and mom for numerous treats.

The issue with that, after all, is notion. It isn’t a very good look, given the childhood weight problems downside in the USA, so some corporations have modified techniques.

Quick-food chains, for instance, now supply more healthy selections (that few youngsters seemingly choose on their very own) and lots of have stopped placing toys in youngsters’ meals. Now, Unilever (NYSE:UL), which owns the Breyers, Magnum, and Ben & Jerry’s ice cream manufacturers amongst others, has determined to commit “to new rules on advertising and promoting meals and drinks to kids,” in keeping with a press launch.

Kids are eating ice cream messily.

Unilever is altering the way it markets. Picture supply: Getty Photos.

What’s Unilever doing?

The corporate has pledged to cease advertising and promoting meals and drinks — the entire ones it makes — youngsters underneath 12 by way of conventional media and underneath 13 on social media.

“We’re implementing strict controls regarding the placement and content material of our adverts, and we cannot use any influencers, celebrities or social media stars who primarily attraction to kids underneath the age of 12,” in keeping with the corporate. “We’ll even be limiting our use of cartoon characters.”

Why is Unilever doing this?

Whereas the corporate cites the general public good in its press launch, that is extra of a byproduct of its actions. Mainly, Unilever is getting forward of any potential pushback to what are actually thought-about dangerous advertising techniques. It is a good transfer that the corporate can promote to shoppers as dedication to doing the best factor even when that is a bit doubtful.

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