May 27th, 2026
In connection with the upcoming FIFA World Cup 2026, the Mexican Consumer Protection Agency (PROFECO) launched the verification and surveillance operation “FIFA World Cup 2026 – Social World Cup”, which will remain in force until July 19, 2026, and contemplates inspection visits to establishments and suppliers related to commercial activities connected to the event.
As part of this operation, PROFECO will conduct inspections regarding pricing, promotions, advertising, warranties, commercial information, e-commerce, labeling, and compliance with applicable Mexican Official Standards (NOMs), particularly in sectors such as tourism, hospitality, entertainment, food and beverages, digital platforms, promotional products, and commercial establishments in general.
In light of the foregoing, we recommend that our clients implement preventive internal audit measures to verify compliance with applicable regulations, especially regarding:
- advertising and promotional campaigns;
- price display and commercial information;
- labeling and applicable NOM compliance;
- terms and conditions;
- warranties and return policies;
- e-commerce and digital platforms; and
- advertising materials related to football or international events.
Likewise, it is important to note that PROFECO has authority to sanction misleading advertising and practices that may mislead consumers in connection with advertising campaigns related to the FIFA World Cup 2026.
In this regard, authorities may sanction, among other conducts:
- misleading, false, incomplete, or deceptive advertising;
- advertising claims that are not verifiable or substantiated;
- unauthorized use of elements that may create a false association with official events or sponsors; and
- commercial or advertising strategies that may create the perception of an official relationship with the FIFA World Cup 2026 without proper authorization.
Consequently, companies are advised to proactively review their campaigns, promotions, and commercial strategies related to the FIFA World Cup 2026 in order to mitigate regulatory risks and avoid potential sanctions by the competent authorities.
Our Consumer Protection, Dispute Resolution and Regulatory practices remain at your disposal to assist with the preventive review of advertising campaigns, promotional materials, labeling, terms and conditions, commercial NOM compliance, commercial strategies, and any other matters related to the FIFA World Cup 2026, with the purpose of mitigating regulatory risks and ensuring compliance with applicable Mexican regulations.
Sincerely:
Juan José López de Silanes
lopez_de_silanes@basham.com.mx
Carlos E. Martínez Betanzos
Diana Rangel
Mónica Roldán
Ana Ocampo