After surpassing the U.S. as the most obese country in the world in 2013, Mexico is taking action against ads for high-calorie food and soft drinks. Ads featuring those items will be banned on TV between 2:30 and 7:30 p.m. on weekdays, and between 7:30 a.m. and 7:30 p.m. on weekends. The ads will also be restricted in movie theaters. Mexicans, who have the highest rate of diabetes in the world, are also the world’s largest consumers of sugary drinks, with an average of 43 gallons per person a year. The ban comes a year after the government added taxes to high-calorie foods and sugary drinks to combat obesity.