Unilever announces responsible marketing initiatives
May 08, 2007
by Allison Sebolt
LONDON — In an effort to promote responsible marketing, Unilever Group has announced it will stop the future use of size zero models and actors in advertising and restrict advertising to children between 6 and 11 years of age to more healthy products.
"It’s a response to growing societal concerns about the possible negative health effects that could occur should people pursue unhealthy slimness," said Ralph Kugler, president of home and personal care at Unilever. "Unilever believes in a healthy balanced diet and that both men and women have the right to feel comfortable with their bodies."
While there will not be strict criteria for the body mass index of models and actors, brand directors and agencies will be expected to use a BMI of between 18.5 and 25 — the range the United Nations has set as considered healthy.
The changes in advertising to children will ensure that the company markets products with positive nutrition, specifically ones that qualify for the company’s "Choices/Eat Smart – Drink Smart" program.
"This supports Unilever’s broader strategy to improve the overall nutritional composition of our foods and to help parents and their children make ‘healthier choices’ without compromising on taste and enjoyment," said Vindi Banga, president of foods at Unilever.
The company said it has already stopped marketing to children under the age of six.