Coca-Cola again at the center of a scandal in Israel
The Israeli branch of Coca-Cola is once again under antitrust pressure: the regulator has published a draft fine of 1.56 million shekels for pressuring retail chains. The company agreed not to contest the demands. This continues a series of sanctions: in February — 17.7 million, in March — 29.7 million shekels.
The Israeli branch of Coca-Cola has once again found itself at the center of an antitrust scandal. The Competition and Fair Trade Authority published a draft fine of approximately 1.56 million shekels. The reason was violations of competition law: the supplier gave retailers recommendations regarding retail prices for its drinks, which is prohibited for major players. Initially, the amount could have exceeded 25 million shekels, but after negotiations it was reduced. The company agreed not to contest the demands. This is just the latest episode in a series of sanctions: in February 2026, the company paid 17.7 million shekels for interfering in the pricing of dairy products under the "Tara" brand, and in March the Supreme Court upheld a fine of 29.7 million shekels for abuse of a monopoly position. The total amount of fines since 2022 has exceeded 150 million shekels. Coca-Cola's share of the soda market exceeds 90%. The company's management emphasizes that the payment does not constitute an admission of guilt.