Mexico's antitrust authority, Cofece, concluded a multi-year investigation into Google’s potential monopolistic practices in digital advertising, determining that the company did not engage in unfair competition. The investigation, which began in 2020, scrutinized Google's advertising operations both on its search page and on third-party websites. Cofece found that advertisers were not compelled to utilize Google's platform exclusively. Consequently, Google avoided potential fines of up to 8% of its annual revenue in Mexico, underscoring the contentious global landscape in which Google operates, facing challenges worldwide regarding its market dominance.
Cofece's investigation concluded that Google did not engage in monopolistic practices in Mexico, and thus, the case was closed without any imposed fines.
The ruling by Mexico's antitrust agency highlights the competitive nature of the digital advertising space and confirms that Google provides users with options.
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