The new rules from the White House and the Department of Agriculture would prohibit advertisements for unhealthy foods on school campuses during the school day, including sugary drinks that account for 90 percent of such ads in school, the Associated Press reports. An ad for regular Coca-Cola, for example, would be banned from appearing on a scoreboard at a high school football game, though ads for Diet Coke and Dasani water, owned by the same company, would be allowed. Junk food ads like a Coca-Cola scoreboard would be phased out under the new rules and would not have to be replaced overnight.

First Lady Michelle Obama and Agriculture Secretary Tom Vilsak will announce the new regulations at a White House event Tuesday, the AP reports. The rules come as part of the first lady’s “Let’s Move” campaign to fight childhood obesity. Industry heavyweights like Coca-Cola and PepsiCo are backing the new regulations.