Trix may be for kids, but a Quebec Liberal MP does not want that kind of cereal or other sugary foods marketed that way anymore.

A parliamentary health committee is discussing Patricia Lattanzio’s private member’s bill, which seeks to reduce childhood obesity by forbidding advertisements for sugary food and drinks aimed at kids under 13.

Conservatives have opposed the bill, which passed an initial vote in the House of Commons in September, on the basis that it may create a whole bunch of regulations without accomplishing the goal of actually changing kids’ eating habits.

The committee has opted not to hear from any witnesses outside of the government before debating the proposed legislation line by line.

Health Canada did a large-scale consultation on the idea in 2017 and ultimately instituted voluntary measures to encourage advertisers not to market sugary, fatty treats to kids.

But Health Canada’s chief medical advisor, Dr. Supriya Sharma, says that approach doesn’t seem to be working.