Google Threatened With Big Fines In Mexico Regarding Alleged Digital Ad Monopoly

JAKARTA Google has the potential to face a major fine in Mexico after the country's antitrust authority, the Federal Economic Competition Commission (Cofece), stated the giant tech company allegedly formed an illegal monopoly in the digital advertising market. The official decision on this case is expected to be announced no later than June 17, 2025.

If found guilty, Google could be fined up to 8% of its total annual income in Mexico, in accordance with the maximum fine limit for monopoly practices according to Mexican law. Although Google did not specify revenue by state, this amount is said to be one of the largest fines Cofece has ever imposed.

Cofece began investigating Google's practices since 2020 and issued an official summons in 2023, marking the start of the trial stages. Google was given the opportunity to submit evidence of rebuttal to the allegations. The oral trial, one of the final stages in a case like this, was held on May 20, 2025.

In the process of its investigation, Cofece also requested Google financial information from the Mexican tax authority (SAT). However, neither Google nor Cofece have made official comments.

Google, through its parent Alphabet, reports that other American regions' (including Latin America) contributed revenue of around US$20.4 billion by 2024. However, there is no specific separate data for Mexico.

If found guilty, Google will reflect similar legal issues it faces in the United States, where a federal court ruled that the company was carrying out an illegal monopoly in online searches and related advertising.

The US Department of Justice even urged Google to sell Google Ad Manager services, including its publisher ad server and ad exchanges, for illegally dominating the digital advertising market.

In Mexico, pressure on Google also came from a political point of view. Mexican President Claudia Sheinbaum sued Google for changing the name "Gulf of Mexico" to "Gulf of America" for Google Maps users in the US, a move deemed invalid for adjusting to President Donald Trump's policies.

Lawmakers from Morena's ruling party have also been urging Cofece to accelerate the settlement of this antitrust case.

If the final decision imposes sanctions on Google, it will be a major blow to the dominance of companies in Latin America.