Objective: To identify barriers and opportunities for the regulation of food and beverage advertising to children. Materials and methods: A qualitative study. Fourteen key informants from the congress, private sector, officials from the ministry of health and academics involved in the issue of regulation of advertising were interviewed. Results: Barriers identified: conception of obesity as an individual problem, minimization of the negative effects on health, definition of the vulnerability of children bounded to their cognitive development. Facilitators support from various sectors of society regulation, extensive scientific discussion on the subject, successful experience and its lessons on tabacco industry. Conclusion: Mexico has key elements for achieving effective regulation on advertising.