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Coca-Cola is facing increasing backlash following accusations that the company fired Latino workers in Texas and reported them to US Immigration and Customs Enforcement (ICE).

This claim has sparked a viral boycott campaign led by Latino activists on platforms like TikTok, urging consumers to stop supporting the brand.

The controversy began shortly after recent immigration reforms under the Trump administration, with activists rallying for action against major US companies, including Coca-Cola.

The allegations claim the company targeted Latino employees, contributing to a rising wave of fear and anger in the Latino community.

With over 530 million consumers in Latin America, Coca-Cola's relationship with the Latino market is crucial, making the potential boycott a significant threat to its business.

This growing movement, known as the Latino Freeze Movement, has gained attention through social media and calls for solidarity.

Activists have shared videos promoting the boycott and advocating for consumers to support Latino-owned businesses instead of major corporations.

As part of the campaign, some are calling for a shift away from American brands like Coca-Cola, McDonald's, and Walmart, which are viewed by some as unsupportive of immigrant rights, SouthWestJournal said.

Coca-Cola's History of Ethical Issues Amplifies Criticism Amid Latino Boycott Movement

Despite the viral campaign, Coca-Cola has not responded publicly to the allegations. The company's silence is raising concerns, as it is required to disclose major operational changes such as layoffs or controversial actions.

However, a review of Coca-Cola's public reports revealed no evidence of large-scale layoffs related to the claims.

According to Screenshot, the last major layoffs by the company occurred in 2021, following the closure of a Texas plant.

Though the rumors remain unverified, Coca-Cola's history of ethical controversies, including issues with water usage and racial discrimination, complicates its position.

These past issues have left the company vulnerable to criticism and legal battles.

The Latino community's deep ties to Coca-Cola, especially in Latin America, means that even a slight reduction in their market share could have major consequences.

If the company does not address the boycott soon, it risks further damage to its reputation and a possible loss of consumer trust.

As of now, Coca-Cola has not issued a formal statement regarding the ongoing boycott or the rumors about its treatment of Latino employees.