Mexico’s Federal Economic Competition Commission (Cofece) is expected to rule by June 17 on whether Google engaged in monopolistic practices in the country’s digital advertising market. The potential penalty could reach up to 8% of Google’s annual revenue in Mexico, possibly marking the largest fine ever levied by Cofece. Though Google does not disclose country-specific earnings, the stakes are high given the company’s dominant role in digital advertising across Latin America.
The investigation into Google Mexico began in 2020 and moved into the trial phase in 2023. Cofece has accused Google of building a monopoly that stifles competition in digital advertising. The regulatory body has already held a final oral hearing with Google in May 2025. If found guilty, Google has the option to request an injunction while a specialized court reviews the decision.
Google’s legal troubles in Mexico echo broader antitrust concerns globally, particularly in the United States. In 2024, a U.S. judge found that Google maintained an illegal monopoly in online search and advertising. U.S. authorities have proposed that the company stop its multi-billion-dollar payments to Apple and others for default search engine status, and in a related case, the Justice Department is pushing for Google to divest parts of its ad technology business.
Cofece has previously imposed significant fines, such as a $126 million penalty on LPG distributors in 2022. However, a fine against Google would represent an unprecedented move against a global tech powerhouse. The Commission has sought Google’s financial data from Mexico’s tax authority (SAT) as part of its case-building process. This move is seen as a potential watershed moment for digital market regulation in Latin America.
Separately, tensions between Google and Mexican authorities have escalated over unrelated geopolitical issues. President Claudia Sheinbaum sued Google for altering the label of the “Gulf of Mexico” to “Gulf of America” on Google Maps for U.S. users, an action initially tied to the Trump administration. Lawmakers from the ruling Morena party have urged Cofece to expedite its antitrust investigation, signaling a strong political will to hold the tech giant accountable.
Source: Reuters