Mexico has announced restrictions for advertising of high calorie food and drinks with very specific times for the airing and limits in the other channels
The government of Mexico has announced new restrictions for the Advertising of foods and drinks with high caloric contentwith the aim of fight obesity and promote healthier eating habits. According to the regulatory project presented by Cofepris (Comisión Federal Para La Impercción Contracción Contars Riesgos Healthcare), the companies that wish to advertise these products will have to obtain a special permit And respect stringent limits on times transmission.
The restrictions concern the televisionthe digital platformsThe cinema and theInternet. On TV The transmission of announcements will be prohibited in Estern Time Boad (from 19:00 to 22:00), when the audience is wider and includes numerous Children and teenagerswhile the commercials will be allowed between 00:00 and 18:59 And Between 22:01 and 23:59.
In the cinema Advertising will be admitted exclusively before films intended for teenagers and adults. Finally on Internet and streaming The announcements may appear only in content not aimed at minors and on the same times established for TV. Also advertising does not they will be able to include animated characters, celebrities, sportsmen or mascotsnor suggest that the consumption of these products better physical or intellectual abilities.
A wider plan implemented by the government
The reactions to the measure have been conflicting. The public health experts they welcomed the provision positively, underlining how the advertising of ultra -prompt foods negatively influence the eating habitsespecially in the youngest. Organizations such as El Poder del Consumidor believe that regulation can reduce the consumption of harmful products and contribute to the fight against childhood obesity.
On the other hand, Companies in the food sector and advertising They expressed concern. Kellogg’s and Concamin (Confederación de Cámaras Industriales) criticized the project by defining it excessive And ambiguousclaiming that it could economically damage the sector and generate an excess of bureaucracy. In addition, the Cámara Internacional de Comercio highlighted the lack of a clear definition of digital platformwhich could create uncertainties in the application of the rules.
This initiative is part of a wider plan that includes the prohibition of sale of junk food in schools and the introduction of the nutritional labeling in 2020. The provision is currently being evaluated at the Comisión Nacional de Mejora Regulatoria (Coinage), which will collect the comments of citizens and businesses before definitive approval.
If adopted, this legislation could mark a significant change in the Mexican advertising market, reducing exposure to harmful promotional messages and strengthening the government’s commitment for a healthier diet.
