'Constant bombardment' - Fans shown 65,000 junk food ads at World Cup

At the 2026 FIFA World Cup, fans were subjected to an overwhelming barrage of advertisements for junk food and drinks across 104 matches. Researchers from the universities of Bristol and Oxford used artificial intelligence to analyze the advertisements displayed on pitchside boards and around stadiums in the USA, Canada, and Mexico.

They discovered that logos and products of brands known for producing junk food and drinks were featured 65,722 times in total. These advertisements were visible for a total of 28.1 hours, comprising over 16% of the total match time. The ads appeared during international match broadcasts, covering all viewers in every country, excluding pre-match coverage, half-time breaks, and in-match hydration breaks.

Coca-Cola led the list with 21,893 advertisements, followed by McDonald's with 13,915, Powerade with 12,777, and Lay's with 12,087. All four brands are official FIFA partners, including Powerade, the energy drink owned by Coca-Cola. FIFA defended the practice, emphasizing that the majority of its revenues are invested in football, including health and wellbeing initiatives.

However, critics argue that the widespread exposure to unhealthy food and drink advertisements during the World Cup normalizes their consumption. The researchers argue that repeatedly associating junk food and drink brands with football, excitement, and national identity can make these brands more familiar and acceptable. Despite recent bans on junk food advertising on television before 9 PM in the UK, the advertisements during the World Cup fall outside these regulations.

Public health experts and health professionals have called for a global approach to address this loophole in the regulations. The World Cup, a global sporting event, serves as a significant platform for advertising, with obesity being a growing concern worldwide.