The proposed change involves obtaining prior permission for the issuance of advertisements, in contrast to the previous liberal practice. This will affect the advertising industry, particularly SMEs, by imposing additional costs and restricting the ability to respond to market movements. The new guidelines also clarify ambiguous terms introduced by the Front Labeling Regulation for processed foods.
In response to this need, COFEPRIS has established the 'Guidelines that establish the requirements and procedures for obtaining advertising permission for food and beverages.' After years of review, this document represents the conclusion of the process that has generated distrust and disagreements between industries and authorities, despite reforms and legal protections implemented.
The new regulations impose limitations on the advertising of non-alcoholic beverages and processed foods, including the obligation to display labels in advertisements. However, aspects such as the restriction of advertisements for children on digital platforms remain ambiguous. It is expected that the dialogue during the COFEMER observation stage will help resolve these discrepancies.
