Advertising plays an important role in the way we consume on a daily basis. According to several studies and experts, children are more sensitive to commercials because they are less critical. They can have dissuasive and moratorium effects on these young consumers, such as those who demonstrate the dangers of drink-driving, for example. But they also tend to give them bad examples in terms of food. Advertisements for “junk food” are factors in childhood obesity. It is partly to combat this that the Dutch food giant Unilever has taken an important decision for “responsible marketing to children”.
As reported BFM TV, Monday April 25, the owner of ice cream brands such as Magnum, Carte d’Or, Ben & Jerry’s or Miko, will no longer target those under 16 in its communications from January 1, 2023. The group had already announced a such a measure for children under 13, but he wants to go further. “Unilever was one of the first to apply the principles of marketing to children. But as our industry and audiences evolve, we continue to challenge ourselves to raise the bar,” Unilever said in a statement. .