Uber and UN Agencies Launch Campaign to Combat Human Trafficking Ahead of 2026 World Cup in Mexico

Mexico City — Uber has partnered with United Nations agencies and Mexican organizations to launch a campaign aimed at preventing human trafficking during the 2026 FIFA World Cup in Mexico. The initiative, called “World Cup Without Trafficking,” focuses on training drivers, hotel staff, and citizens to identify warning signs and report suspected cases.

The campaign involves the UN Office on Drugs and Crime (UNODC), Mexican organizations Corazón Azul, SINTRATA, and the Citizen Council of Mexico City. Officials announced the effort at a press conference on April 9 at the Andaz Condesa Hotel in Mexico City.

According to the U.S. Embassy in Mexico, sexual exploitation typically increases during major sporting events like the World Cup. The campaign targets Mexico’s three host cities—Mexico City, Guadalajara, and Monterrey—but organizers say the strategies apply nationwide.

Identifying Warning Signs

Authorities emphasized that citizens should not directly confront suspected traffickers, as this could endanger both victims and reporters. Instead, they urged people to learn to recognize red flags.

“We don’t want people to intervene directly, but they should be observant of warning signs,” said Mariana Ruenes, a representative of SINTRATA. “Direct contact with the aggressor can create bigger problems for the victim.”

Warning signs include:

• Screams from properties
• Isolation or restricted contact with the outside
• Victims showing signs of fear
• Retention of identification documents
• Presence of physical injuries (bruises, blows, wounds)

Gabriela González García, director of Citizen Attention at the Mexico City Citizen Council, noted that trafficking involves multiple phases: the initial act of deception and the means of exploitation.

“There are trafficking victims who don’t know they’re victims,” González said. “Victims are constantly moving, which makes ending this crime difficult. Migrants are also being exploited in bars and hotels, so unfortunately rescue isn’t always immediate.”

She added that seven out of ten trafficking victims are women, making prevention and protection for this population particularly important ahead of the World Cup.

Multi-Sector Strategy

The campaign creates a bridge between citizens and authorities to combat trafficking in both the short and long term. In addition to the National Human Trafficking Hotline (800 55 33 000), the unified emergency number 911 serves as a first responder for suspicious situations.

The initiative prioritizes multi-sector alliances involving Uber, Airbnb, hotel chains, travel agencies, and restaurants that have action protocols for warning signs. Hoteliers have agreed to deny service to anyone who cannot prove guardianship of accompanying minors.

“The strategy focuses on local and federal tourism with the goal of guaranteeing protection for children,” González explained. “In the lodging sector, they’ll request the minor’s CURP (Unique Population Registry Code) to ensure the accompanying person is their guardian. There’s also collaboration with the National Search Commission and the Unique Identity Platform to immediately notify authorities if a missing person is identified at a hotel.”

Organizers acknowledged that most World Cup accommodations will be managed by small and medium-sized businesses, making consistent protocols challenging. The action plan aims to protect human rights, avoid re-victimization, protect children, follow up on investigations, and analyze cases with a gender perspective.

Uber’s ‘Key People’ Initiative

Uber considers its drivers and delivery personnel—whom it calls “Key People”—crucial for identifying warning signs. The platform, which operates in over 70 countries, has more than 300,000 drivers in Mexico who will participate in the campaign.

“Uber is the safe option,” said a company representative accompanied by Diego Martínez, Uber’s Director of Public Policy for Mexico. “For the World Cup, we’ll strengthen what we already know. We’re sponsors, but we’ll teach authorities the information channels and security protocols we’ve been applying for eight years. FIFA takes human trafficking seriously, so we do too. With these Key People, we’ll assume our responsibility, raise awareness, and stay alert for signs indicating trafficking cases.”

Martínez added: “In the context of the World Cup, we’re expanding the reach of these efforts with the World Cup Without Trafficking initiative to bring this experience to more key audiences in mobility, tourism, and travel. Our message for this World Cup is clear: let’s join forces in one team against trafficking.”

Focus on Mexico City’s Cuauhtémoc District

During the conference, panelists acknowledged that Mexico City’s Cuauhtémoc district has been identified as a hotspot for human trafficking. However, they cautioned against focusing exclusively on criminal organizations.

“Certainly there are cases where organized crime is behind sexual exploitation, but we shouldn’t limit investigations to criminal groups,” González said. “Many crimes occur within family units. There are victims who are sold by their own relatives, especially in cases of child exploitation.”

Organizers requested that the campaign be approached as a preventive initiative rather than sensationalized crime reporting. They explained that when authorities or security personnel are implicated in trafficking, cases are immediately referred to other institutions to ensure victims’ access to justice and avoid obstructing investigations.