Unilever Will No Longer Use Influencers Under The Age of 16 Or Who Primarily Appeal To Children

Source: Unilever

Unilever recently announced new policies for marketing food and beverage products to children. These policies include no longer marketing to children under the age of 16 across both traditional and digital media. Under the new policies, the company will no longer use influencers, celebrities, or ambassadors under 16 or who primarily appeal to children under 16. Brands within its portfolio are expected to comply with these policies by January 2023.

Most countries worldwide restrict marketing to children under 13 years old, so Unilever goes up and beyond with its new policies. Unilever takes a cautious approach to its marketing initiatives through its self-imposed restrictions, especially utilizing creators. With influencers driving much of today's culture, their potential negative impact on children, who are heavily influenced by social media, can be significant. Unilever's stance is clear-cut instead of taking an approach that blurs the line between ethical and not ethical. This will help cut down on any potential regulatory penalties and take a firm stand on a cause, which will likely impact the bottom line for relevant brands.

Unilever's latest move suggests a trend that will develop in the near future - companies setting restrictions on the types of creators they work with. The company's decision not to work with influencers, celebrities, or ambassadors under 16 or appeal to a young audience is primarily based on its general restrictions for marketing to children; however, it's similar to Ogilvy UK's ban on influencers who edit their faces or bodies in their photos. Although different in causes, we may start to see more companies take strong stances on the type of influencers they are willing to work with if they believe it will serve the greater good of society.