Nestle has recently announced a major shift in its marketing strategy, pledging to restrict all marketing activities directed toward kids under the age of 16. This comes as part of their efforts to ensure that children are not exposed to unhealthy food and beverage products.
The company will restrict advertisements of confectionery and ice cream as well as water-based beverages with added sugars to children below 16 years of age, in accordance with the new marketing communication policy.
The company’s former policy restricted any advertisements targeted toward children six years old or younger. About this, Nestle stated-
“The policy reaffirms the ban on product marketing communication targeting children between 0 and 6 years of age, as per previous versions. This standard will be applied to TV and online platforms, including social media and gaming ones with greater than 25% of their audience under 16 years old.”
Nestle further added in its statement-
“The new policy will take effect as of July 1, 2023, and will be applied globally. Nestlé is one of the first food and beverage companies to voluntarily adopt such strict standards. Nestlé is externally recognized for its industry-leading responsible marketing practices by the Access to Nutrition Index and calls for more companies to put forward similar measures that support the wellbeing of children.”
Furthermore, the company promises not to gather any data from minors and will only cooperate with social media influencers who are legal adults (above 18).
Nestle’s decision to restrict marketing activities for children under 16 years of age is a step towards promoting healthier eating habits and lifestyles. It is hoped that this move will motivate other companies to follow suit and make a difference in the way they promote their products, by encouraging better eating habits among the younger generation.
This move has been welcomed by health experts and nutritionists, who believe that it will make an impact on the overall health and nutrition of children, as they are more prone to being influenced by marketing campaigns. There is no doubt that this shift in Nestle’s strategy will be a crucial step towards ensuring healthier eating habits for generations to come.
Shivendra Tiwari is an Engineer and an MBA in Marketing. He is the Content head at Marketing91 and a thorough Online Marketing enthusiast. Shivendra loves to follow different brands and study their Business and Marketing tactics.