TV ads for snacks, soft drinks and other high calorie foods will be restricted in Mexico with a view to tackle the rampant obesity
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Ads in movie theaters will also be restricted.
In total, 40 percent of advertising seen until now each year for soft drinks and other high-calorie products will vanish from Mexican TV, the health ministry said.
The government says 70 percent of Mexican adults and 30 percent of children are overweight or obese.
Mexico is the world's largest consumer per capita of sugary drinks, at 163 liters per year. The Mexican diet is also heavy in fried foods.
Mexico also has the highest incidence of diabetes among the 34 countries that make up the Organization for Economic Cooperation and Development.
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In an earlier effort to tackle the scourge, late last year the government slapped taxes on high-calorie foods and drinks.
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