The Mexican Ministry of Health has reportedly announced new restrictions on food and beverage advertisements aired during TV programs and movies viewed by children. Part of its National Strategy for the Prevention and Control of Overweight, Obesity and Diabetes, the new rules will prohibit the marketing of sugar-sweetened beverages, snacks, confectionary, and chocolate on both terrestrial and cable television from 2:30 to 7:30 p.m. during the week and from 7:00 a.m. to 7:30 p.m. on weekends. Eliminating 40 percent of ads across these four product categories, the strategy will also ban these promotions in movies rated A or AA, which covers those targeted at all ages. See Ministry of Health Press Release and BBC News, July 15, 2014.