Unilever Stops Future Use of Size Zero Models
Unilever will not impose strict criteria for models’ and actors’ BMI, but all brand directors and agencies will be expected to use BMI of between 18.5 and 25 as a guideline. This range is in line with what level can be considered healthy.
11/05/07 Unilever has announced two new important commitments to responsible marketing. It will adopt a global guideline that will stop the future use of size zero models or actors in its advertising. And it will also restrict its marketing and advertising to children between 6 to 11 years of age to the healthier foods and beverage products in its portfolio.
Unilever will not impose strict criteria for models’ and actors’ Body Mass Index (BMI), but all brand directors and agencies will be expected to use BMI of between 18.5 and 25 as a guideline. This range is in line United Nations guidance of what level of BMI can be considered healthy.
Unilever’s global commitment to responsible marketing to children is also being strengthened. Its voluntary commitment will cover food and beverage products which have a positive nutrition profile and that qualify for its ’Choices/Eat Smart – Drink Smart’ programme. It will be fully implemented by the end of 2008. The commitment builds on its voluntary restriction not to directly target its marketing to children below six years of age that it announced in March 2006.
Ralph Kugler, President Home and Personal Care, said: "As a responsible Company, Unilever has adopted a new global guideline that will require that all its future marketing communications should not use models or actors that are either excessively slim or promote ’unhealthy’ slimness.
"It’s a response to growing societal concerns about the possible negative health effects that could occur should people pursue unhealthy or excessive slimness. Unilever believes in a healthy balanced diet and that both men and women have the right to feel comfortable with their bodies and not suffer from lack of self-esteem brought on by images of excessive slimness."
Vindi Banga, President Foods, said: "Today’s announcement also reflects Unilever’s ongoing commitment to act responsibly in its marketing practises to consumers around the world. We also see this as a further step in responding to growing concerns about rising levels of obesity and dietary deficiency – particularly among children. 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."
