Mexican Metaverse Advertisers May Need a Licence

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  • The Mexican government has imposed a licence on anyone intending to advertise certain products in the metaverse
  • The restrictions apply to individuals promoting products with health implications
  • Alongside metaverse-based advertisers, the move also affects advertisers using the internet to popularise their products

The Mexican government has imposed a licensing programme for individuals looking to promote their products in the metaverse. Intended to protect children, the new regulations apply to those popularising products likely to touch on the health of their consumers. The order also applies to those using the internet to promote products such as cereals, fried foods and cupcakes.

Licence to Kill Adverts

The new restrictions are part of the government’s push to keep both conventional and internet-based advertising in check, especially on ads promoting foodstuffs to children. To enter this category, an ad must be pushing a food product with at least one nutritional downside and target over 13-year-olds.

Both online and metaverse advertisers will need to obtain a licence, as will those advertising qualifying products on TV and in movie theatres. Speaking to the Expansión news outlet, lawyer Rodrigo Escartín observed that the regulations will touch on all ads placed in virtual spaces and outside and noted that awarding of licences has been entrusted to the country’s health authority, Cofepris.

Food Ads Contribute to Obesity Rates

Escartín further said that Cofepris will determine whether an advertisement is suitable for children or not before prohibiting or allowing its push on the metaverse and other digital spaces. Affected advertisers may be asked to remove animated characters on the packaging materials.

The new advertising restrictions are likely meant to address the high obesity rates in the country which, according to the World Health Organisation, have risen in part due to food advertisements aimed at children.