Abstract
Outlines Mexican law as it relates to advertising to children: the Federal Law on Radio and Television, the Federal Health Code, and the Federal Consumer Protection Law, plus three major ethics codes which cover advertising and are promulgated by the Communications Council, the Mexican Communication Industry Confederation, and the Mexican Association for Advertising Agencies. Lists the general rules for advertising to children, which pay attention to their credulity, and to the need not to offend national or family values, or to encourage harmful activities. Moves on to the special rules for radio and television, which limit the amount of time devoted to advertising and put restrictions on its content, and to provisions of the statutes on advertising of alcohol, tobacco, pharmaceuticals, and adult‐oriented topics.