Mexico City, Mexico - Another initiative to combat obesity took effect this week, when television and cinema advertising for high-calory food products such as soft drinks, snacks, chocolates, and candies will be restricted to certain hours.

The new rules, introduced by the "Federal Commission for Protection Against Health Risks," or Cofepris, will eliminate 55 of 139 hours of commercials annually as a measure to protect the health of children.

Restricted hours will be from 2:30 to 7:30pm Monday through Friday, and from 7:00am to 7:30pm on weekends. Infractions of the new rules could result in fines of more than $1 million pesos. Commercials will be monitored by Cofepris by employing 2,500 "verifiers."

Cofepris chief Mikel Arriola said the restrictions would affect 10,000 product promotions.

Another element in the campaign to address obesity and diabetes is a new seal of nutrition that will be introduced next year. Producers have to apply to Cofepris for approval to use the seal on their labeling.

Labels carrying details of calory and energy content will also be required, with that information appearing on the front of the product. That regulation will take effect in the first quarter of 2015.

A 2012 study found that more than 30 Percent of Mexican children are overweight or suffer from obesity. The figure is 70 percent among adults.