Mexico is taking a step further in its continuous fight against obesity by restricting television advertisements for high-calorie foods and soft drinks.

BBC News external-link.png reported the ads will be banned between 2:30-7:30 P.M. on weekdays and between 7:30 A.M. -7:30 P.M. on weekends.

Similar restrictions will be imposed on ads shown at movie theaters.

With these new advertising constraints and its soda tax, Mexico is going further than other country in the war against obesity.

The United Kingdom, Norway and Quebec province in Canada all have bans on advertising junk food during children television broadcasts.

However, advertisements still appear in more popular family programming, the BBC reported.

Manufacturers in Mexico will also have to label the sugar, fat and saturated fat content on their food and drink products starting in 2015.

According to the Overseas Development Institute, external-link.png in Mexico at least 70 percent of adults and 30 percent of children are obese or overweight.