Unilever, a consumer packaged goods giant whose clients include Klondike and Ben & Jerry’s, announced Wednesday that it will no longer target children in ads for food and beverages. The company’s decision to update food and beverage marketing principles stems from concerns about the growing childhood obesity epidemic.
![benandjerrys]()
The change will apply to TV and radio ads, social media and digital ads, PR materials, online games and other types of product placements. Concerning the decision, Unilever said in a blog post, “It’s a move designed to help parents, caregivers and kids make informed choices about the food and drinks they buy, and to address the rise of social media, and the vast increase in products on sale.”
The company also vowed not to use influencers under the age of 12, and not to direct social media at children under the age of 13. For television and other media, Unilever said they will not run advertisements where children under 12 years old make up over 25% of the audience.
In its new policy, the company writes that kids under 12 may appear in ads if the product meets high nutritional standards, or if the ad includes a family activity or something else relevant to the message. “Parents or gatekeepers will always be portrayed in control of the access to a product,” the company explained.
The foods most heavily targeted at children include soft drinks, sugary breakfast cereals, salty snacks, and baked goods. It’s important to talk to your kids about what they're seeing, and explain why fast food and processed foods simply aren't good for them — despite what television commercials and social media ads might say. Remember, ads are designed to sell products. So while Unilever and other companies may be taking steps in the right direction, it’s still up to you to educate your children about a healthy diet and lifestyle.