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Mexico’s Antitrust Authority Nears Landmark Ruling on Google’s Advertising Practices

By  |  June 10, 2025

Mexico’s top antitrust regulator is preparing to deliver a pivotal ruling on whether Google has unlawfully dominated the digital advertising market in the country. The Federal Economic Competition Commission (Cofece) is expected to announce its decision by June 17, according to a timeline published by the agency and cited by Economic Times.

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    The probe into the tech giant’s practices began in 2020 and culminated in a formal summons issued in 2023, kicking off the trial phase. According to Economic Times, Cofece alleges that Google established a de facto monopoly in the Mexican digital advertising space, a move that could expose the company to a fine of up to 8% of its annual revenue in Mexico — the maximum penalty allowed under Mexican competition law.

    While Alphabet Inc., Google’s parent company, does not disclose country-specific revenue figures, the potential fine could be among the largest ever levied by Cofece. The regulator previously imposed a notable penalty of 2.4 billion Mexican pesos (approximately $126 million) on several gas distributors in 2022 for price fixing.

    Read more: Legal Experts Urge Caution in Google Antitrust Case

    The digital advertising case has progressed significantly, with an oral hearing — a key procedural step — held on May 20, as noted in Cofece’s public case records. Google had the opportunity to respond to the allegations during the trial phase, although both the company and the regulator have declined to comment on the ongoing case.

    Per Economic Times, Cofece also sought Google’s financial records from the national tax authority (SAT) as part of its investigation. If the commission rules against Google, the tech firm has the legal option to seek an injunction, delaying the enforcement of any penalty until a specialized court reviews the decision.

    Google’s business across Latin America is grouped under the “other Americas” region in Alphabet’s financial reports. In 2024, this segment generated approximately $20.4 billion in revenue, although the exact share attributable to Mexico remains undisclosed.