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By Amanda Castro
Associate News Editor
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Coca-Cola is at the center of a growing online boycott after claims surfaced that the company fired Latino workers in Texas and reported them to U.S. Immigration and Customs Enforcement (ICE). The allegations, which have spread rapidly on TikTok, have fueled a movement called the "Latino Freeze," urging consumers to stop purchasing Coca-Cola products and support Latino-owned businesses instead.
Newsweek has reached out to Coca-Cola for comment on this matter.
The Context
Latinos make up a significant portion of Coca-Cola's consumer base, particularly in the U.S. and Latin America, where the company has over 530 million customers. If the boycott continues gaining traction, it could lead to a notable financial impact. The controversy also stresses the power of social media in shaping public perception and corporate accountability, even in cases where allegations remain unverified.
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Did Coca-Cola Call ICE on Its Employees?
The controversy began on TikTok, where activists and influencers accused Coca-Cola of firing Latino employees and reporting them to ICE. The claims quickly gained traction under the hashtag #LatinoFreeze, with users calling for a boycott of Coca-Cola and other major U.S. brands they believe are complicit in anti-immigrant policies.
On its website, the Freeze Latino Movement calls on the community to take a stand, urging, "Latinos and Latinas, stop spending money. Hold the line. We can all collectively make a big impact by simply holding and not spending our money." The movement aims to withhold financial support from companies it believes are harming the Latino community.
Coca-Cola is not the only corporation facing backlash. The Latino Freeze Movement has also called for boycotts of major American brands, including Walmart, McDonald's, Starbucks, Subway, Pizza Hut, Home Depot, Tesla, KFC, and Domino's. The campaign encourages consumers to replace American-made products with those produced in Mexico or other Latin American countries.
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Despite the growing backlash, Coca-Cola has yet to issue an official statement addressing the claims. A review of company records and public filings has found no evidence of mass layoffs that align with the allegations.
Even though the ICE allegations remain unproven, Coca-Cola has faced past accusations related to labor practices, environmental concerns, and racial discrimination. The company has been criticized for depleting water resources, mistreating workers, and engaging in questionable business practices. These past issues have made it easier for consumers to believe the latest accusations, regardless of their validity.
The Latino market is a key demographic for Coca-Cola, and a sustained boycott could impact its reputation and revenue. While social media-driven boycotts often fade over time, this one continues to gain momentum, with more users pledging to stop buying Coca-Cola products.
Coca-Cola told Newsweek in an email*:* "We can confirm that the accusations in the video against The Coca-Cola Company are false."
What Happens Next
Coca-Cola's handling of the situation will be crucial in determining how long the backlash lasts.
Updated: 2/10/25 at 3:42 p.m. ET to add Coca-Cola's response.
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