THE MAKER of Ben & Jerry’s is to stop marketing its ice cream and sweet treats to children under the age of 12.
Food giant Unilever hopes to tackle the obesity crisis by directing its advertising towards parents instead of children.
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Unilever will no longer advertise foods and beverages to the children under the age of 12 via traditional media and social media platforms.
The firm, which owns brands including Twister ice cream and Popsicle ice lollies, said it would also limit the use of cartoon characters in its advertising.
Unilever will no longer use influencers, celebrities or social media stars who appeal to children under the age of 12.
“Our promise is a genuine commitment to make and market products to children responsibly,” said Matt Close, executive vice president at the Global Ice Cream Category.
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“It is the promise of better ice cream and healthier, happier children.
“Both now and in the future.”
Under the new rules, Unilever will introduce “strict controls” on ad placement and content.
Its new policy will kick off with Wall’s ice cream brands and the launch of a range of “responsibly made” products for children.
The firm will shift its advertising to speak to parents and caregivers – the people Wall’s believe should be the decision-makers when it comes to giving their children a treat.
By the end of 2020 every ice cream in the kids’ range will have no more than 110 calories and a maximum of 12g of sugar per portion.
The news comes as a Sun investigation revealed hospital cases involving under-18s had doubled in the past five years to hit 9,196.
NHS figures also showed the number of under-20s diagnosed with type 2 diabetes topped 2,000 for the first time – doubling in three years.
The World Health Organisation has named childhood obesity as one of the most serious public health issues of the 21st century.
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