A few weeks ago, Unilever made a statement. The company promised to stop advertising unhealthy products to children. The giant had created new norms, some “marketing principles”, as they themselves called them , that were going to work as their parameter for campaigns to children under 12 years. Starting later this year, Unilever will stop advertising to children under the age of 12 on traditional channels and under 13 on social media.To do this, they will be very strict with where their ads appear and will also stop using popular stars who connect with those under 12 years old.

Unilever has even announced Germany Phone Number List that it will limit its “use of cartoon characters.” If they fill their stocks with dolls, it will be in products that meet a “specific nutritional profile.”The giant will begin to test these standards with one of its brands. It will be with one of their ice cream makers. In this way, Unilever wants to position itself in the fight against childhood obesity. That will mean the disappearance of not a few ads and not a few formats that were seen summer after summer.Beyond the fact that companies that produce junk food (such as ice cream) are in the spotlight for how they attract and ‘hook’ children, Unilever’s maneuver is quite consistent with what they have been doing for the last few years. in advertising.

The giant has been one of the pioneers in the position of “brands with values” and ideals and they have launched several campaigns ‘with conscience’.Your decision regarding ice cream can also be framed in another emerging trend, that of responsible advertising, responsible advertising in English. Brand advertisements and messages have begun to worry about the effect they have on the lives of consumers.Responsible Ads Many of the ads that have appeared in the wave of securities advertising have already gone in that direction. Ax or Gillette ads about toxic masculinity or campaigns that add a subtext about mental health are already, in a way, responsible advertising. But the format goes more in another direction, that of limiting exposure to messages that can be counterproductive for a specific audience.

For example, it is the assumption that you cannot sell anything to children and stop advertising food products that are not very good.The new design of the Kellogg cereal packages is designed to work on Instagram , but it has also changed the focus of who and how it sells. The newly designed package, which is sold in Europe, focuses on highlighting its history and “the naturalness of food.” They are ideas that sell more to adults than to children. Kellogg’s redesign implies, as one expert indicated , purging the boxes to end up eliminating the cartoon characters.The industry itself is also clear that this is the way. If they want consumers to trust them, they have to be responsible for what they sell, how and to whom.

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