Mexico clears Google: Antitrust case ends without penalty

At stake was a potential penalty equal to 8 percent of Google’s annual revenue in Mexico

by e4m Staff
Published: Jun 14, 2025 12:55 PM | 2 min read

A major antitrust investigation launched in Mexico in 2020 has closed with Google emerging unscathed, after regulators concluded that the tech giant did not engage in monopolistic practices. The Federal Economic Competition Commission (Cofece) concluded its review of Google’s digital advertising operations, including both ads sold directly through its search engine and those placed on third-party sites, and found no evidence of coercive or unfair practices.

At stake was a potential penalty equal to 8 percent of Google’s annual revenue in Mexico—a sum that could have been substantial. Instead regulators affirmed that advertisers were not compelled to use ad placements on third-party websites to gain access to Google’s search ad platform. In response, Google welcomed Cofece’s findings, stating that the decision “recognizes that our products give advertisers the freedom and control to use our tools in the ways that best suit their needs.”

While Alphabet, Google’s parent company, does not break out exact revenue figures for Mexico, its 2024 earnings report indicates that the “Other Americas” region—encompassing Mexico and broader Latin America—generated $20.4 billion. A fine equivalent of 8 percent of total Mexico revenue could have meant a hefty charge, but with the probe closed, Google avoids that outcome entirely.

This resolution comes amid mounting global antitrust pressure faced by Google. In the United States, a federal court recently ruled that Google unlawfully monopolizes both online search and related advertising markets. The Justice Department and several states are pushing for remedies that could involve sharing search data or dismantling certain business agreements—such as the lucrative deals that make Google the default search engine on devices like Apple’s iPhones. In a related US lawsuit, a judge found Google illegally controlled parts of the online advertising technology market and suggested that Google Ad Manager, which encompasses its ad serving and exchange, may need to be divested.

Despite these pressures, Mexico’s case concludes on a firm note for the search giant. Cofece’s findings suggest that local advertisers maintain real choice and control, and that Google’s dominance in ad sales does not stem from coercive conduct. While the Mexican closure offers some respite, Google remains on edge in other jurisdictions, with potential regulatory shifts still on the horizon.