Coca-Cola and Luis Miguel face complaint over Mexican ad campaign

The civil association El Poder del Consumidor has filed a formal complaint with Mexico’s Federal Commission for Protection against Sanitary Risks (Cofepris) regarding a new Coca-Cola advertising campaign featuring singer Luis Miguel.

The campaign, titled “Coca-Cola 100 years alongside Mexico,” celebrates the brand’s century of history in the country. However, the association argues that the use of Luis Miguel’s image violates Article 24 Bis of the Regulations of the General Health Law on Advertising. This regulation prohibits the use of celebrities, athletes, or animated characters to promote prepackaged foods and non-alcoholic beverages that carry front-of-package warning labels.

El Poder del Consumidor contends that using a highly recognizable figure helps normalize and incentivize the consumption of sugary drinks, which are linked to non-communicable diseases such as diabetes and cardiovascular issues. The group is requesting that Cofepris order the removal of the advertising materials from social media and traditional channels.