The FMCG company has also invested in experiments with ethical ad platform Good Loop, which donates to charity for each advert seen online.
Unilever takes action to prevent its ads from targeting children below 12 years old. The company will also stop working with influencers and celebrities who draw children’s attention and would limit the use of cartoon characters in its adverts.
The implementation of the new approach will begin with its ice-cream brands, Magnum and Wall’s. Wall’s will also place the “Responsibly Made for Kids” logo on its product packages, price cards and all point of communications.
Unilever stated that this move was in response to the World Health Organisation’s estimates stating 124 million children between the ages 5 to 19 suffered from obesity worldwide. Further, the deadline for the compliance of the new advertising principle is the end of 2020.
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