Unilever restricts kids promotions

Marketing, Wednesday, 09 May 2007, 12:00am,

Unilever will promote only its 'healthier' food and drink products to children between the ages of six and 11, as part of a stronger commitment to responsible marketing.

The decision does not go as far as some of its rivals, such as Masterfoods, which has ruled out any advertising to kids. However, Unilever will promote only products that have a positive profile according to its 'Choices' on-pack nutritional data scheme.

The initiative is an extension of Unilever's pledge last year to stop targeting children under six. The company will also have to abide by Ofcom restrictions on advertising foods that are high in fat, salt or sugar to children.

In addition, Unilever has promised to stop using 'size-zero' actors or models in its ads. It has instructed its brand directors and agencies to use a body mass index (BMI) of 18.5-25 as a guideline when it comes to casting. According to the World Health Organisation, these figures equate to an ideal weight to height ratio.

This article was first published on Marketing