Overview
- On Monday El Poder del Consumidor formally filed a complaint with COFEPRIS asking the regulator to investigate and to order the removal, suspension and prohibition of the “Coca‑Cola: 100 años junto a México” campaign.
- The complaint says the ads violate article 24 Bis of the Reglamento de la Ley General de Salud en Materia de Publicidad by using a celebrity to promote prepackaged beverages that carry front‑of‑package warning elements when those elements are directed at children.
- Industria Mexicana de Coca‑Cola, Coca‑Cola and Grupo FEMSA have rejected the claim, saying the centennial campaign targets adults, complies with the law and followed internal legal review processes.
- COFEPRIS has not yet issued a determination and will need to analyze the ads to decide if the campaign falls under the article 24 Bis prohibition and whether to order corrective measures.
- The dispute ties to Mexico’s public health debate over sugary drinks, with INSP research cited by the complainant linking roughly 40,000 annual deaths to these beverages and critics warning that using a national icon like Luis Miguel risks normalizing consumption across generations.