Consumer packaged goods giant Unilever says it's updating its principles for marketing food and beverages to children, including a change that will no longer target marketing communications to children under 12.
"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 post says.
Unilever also said it will not direct any social media at kids under 13. It will also restrict its influencer policy, not using influencers under the age of 12, nor influencers who primarily appeal to children under 12. Unilever says the changes in targeting take into consideration both the content of the advertising and its placement. The company said for television and other measurable media, it will not run ads where children aged under 12 represent over 25% of the audience. For the content, it said creative execution marketing communications should not be designed target kids under 12.
The company added it will only show kids under 12 in its marketing communications if it's for products that meet high nutritional standards or if it's "relevant to the marketing message," like a family activity, it said.
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