The use of the term Latino, despite its increasing popularity, is still highly debated among those who are called by the name.
Since the adoption of the term by the U.S. Census Bureau[31] and its subsequent widespread use, there have been several controversies and disagreements, especially in the United States and, to a lesser extent, in Mexico and other Spanish-speaking countries. Since it is an arbitrary generic term, many Latin American scholars, journalists, and indigenous rights organisations have objected to the mass media use of the word "Latino", pointing out that such ethnonyms are optional and should be used only to describe people involved in the practices, ideologies, and identity politics of their supporters.
Journalist Rodolfo Acuña writes:
When and why the Latino identity came about is a more involved story. Essentially, politicians, the media, and marketers find it convenient to deal with the different U.S. Spanish-speaking people under one umbrella. However, many people with Spanish surnames contest the term Latino. They claim it is misleading because no Latino or Hispanic nationality exists since no Latino state exists, so generalizing the term Latino slights the various national identities included under the umbrella.