Unilever bans size zero models

Manufacturing News, Source : TheManufacturer.com
Published : 09 May 2007 7:55
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Unilever, the group already known for its Dove advertising campaigns featuring women of all shapes and sizes, has announced that it will be banning the so called size zero models from its global advertising.

Global food, homecare and personal care products manufacturer, Unilever, waded into the heated ‘size zero’ debate today, announcing a new set of commitments to responsible marketing. The new global marketing guidelines will stop the future use of size zero models or actors in its advertising, and will also only allow advertising of its healthier foods and beverage products to children between 6 to 11 years of age.

Although the company has said it will not impose strict criteria for models' and actors' body mass index (BMI), 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.

The company is the second largest advertiser in the UK with an annual spend of £162 million according to Nielsen Media Research figures.

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."

 

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