Soda Sell-outs: Organizations Decry Mexican Government’s Coca Cola Promotion

ByMexico Solidarity

This article originally appeared in the March 4, 2026 edition of Des Informémonos.

Organizations expressed “deep concern” and demanded consistency from the government regarding its anti-obesity policy, after officials participated in promotional activities for the 2026 FIFA World Cup, an “activity captured” by advertising from the transnational Coca-Cola.

The World Cup trophy arrived in Mexico for a promotional tour of 10 cities in the country, a tour that began yesterday at the morning press conference of President Claudia Sheinbaum.

Corrupt sports spectacles that drain public treasuries and give Donald Trump peace prizes just go better with Coke!

The Alliance for Food Health (ASA) stated that the presence of officials in promotional activities of this type validates and legitimizes the interests of the transnational corporation that has contributed the most to the obesity epidemic in Mexico.

“In a country facing a health emergency due to obesity and diabetes, the primary duty of public officials should be to protect the right to health, act consistently with respect to current public policies that aim to reduce the consumption of sugary drinks, and avoid any action that could be interpreted as institutional support for products associated with health risks,” the ASA stated.

In the context of World Obesity Day, commemorated today, March 4, the public health organization noted that more than 75 percent of adults and 40 percent of children and adolescents live with overweight and obesity, which is a risk factor for other chronic conditions such as diabetes, hypertension, and cardiovascular diseases, the leading causes of death in Mexico.

This obesity epidemic is linked to the high consumption of ultra-processed foods and sugary drinks. “It is estimated that the consumption of these beverages alone is linked to more than 230,000 new cases of type 2 diabetes and cardiovascular disease each year,” the organization noted. Of these, 150,000 are caused by Coca-Cola.

The organization added that public health evidence has shown that constant exposure to brand advertising increases recognition and strengthens emotional association, especially among children and adolescents.

“When promotion is linked to high-impact sporting events and public figures, the effect is amplified; the brand becomes associated with positive values ​​such as success, celebration, and national pride.” Therefore, the organization stated that “celebrating sports should not become a platform to reinforce consumption patterns that harm health.”

In mid-February, it was reported that the multinational Coca-Cola sought legal protection against the ban on the sale of junk food in schools, arguing that it supposedly violated the company’s freedom to operate. However, the Fifth Collegiate Court of Mexicali, Baja California, requested that the Supreme Court of Justice of the Nation (SCJN) exercise its power of review, given the case’s constitutional significance and importance.