Essential Guide: How to Navigate New Guidelines for Advertising Prepackaged Food and Non-Alcoholic Beverages

On March 11, 2025, new advertising guidelines for pre-packaged food and non-alcoholic beverages in Mexico were published. These guidelines aim to limit how these products are marketed, especially to children. They’ve been a long time coming, following the Mexican Official Standard on labeling that started in 2020.

One significant change is the requirement for advertisers to get approval before promoting their products on TV, in theaters, or online. If a product has warning labels on its packaging, it must go through the Federal Commission Against Sanitary Risks (COFEPRIS) for this approval.

The guidelines include several critical restrictions:

– No animated characters or pets can be used in ads aimed at kids.
– Direct comparisons to natural products are not allowed.
– Ads can’t claim that these products enhance physical or intellectual abilities.
– Encouraging excessive consumption is against the rules.
– Suggestions that products can change body shape are prohibited.

To advertise under these rules, companies need to complete a form, pay fees, and include their product’s “operation notice.” COFEPRIS then has 20 working days to approve the application or 10 days to ask for more information. If they request additional documentation, the applicant must respond within five days, or the application will be rejected.

While some in the industry see these rules as a burden, they do clarify terms often left undefined in previous regulations, such as “pets,” “celebrities,” and “indirect advertising.”

Interestingly, recent surveys show that many consumers are supportive of stricter advertising rules. A June 2023 report found that 75% of parents want more regulation on food advertisements targeted at children, citing concerns about health and nutrition. This reflects a growing awareness of the link between advertising and childhood obesity rates, which have been steadily rising.

The push for stricter guidelines reflects a broader trend seen in various countries. For example, the UK has banned junk food ads on TV before 9 PM, and similar measures are being discussed in other places. With these new Mexican guidelines, the country aligns with ongoing global efforts to promote healthier eating habits.

The conversation around healthy eating and responsible advertising continues to evolve, making it clear that both consumers and regulators are taking a closer look at what’s on our plates and how it is marketed to us.

Check out this related article: Join the Excitement: Participate in Our Epic Food Drive Championship Week!