‘Constant bombardment’ – Fans shown 65,000 junk food ads at World Cup

During the 2026 Fifa World Cup, football fans were subjected to a "constant bombardment" of advertisements promoting junk food and drinks, according to a new study. Researchers from the University of Bristol and the University of Oxford utilized artificial intelligence to analyze advertisements visible to television viewers during the tournament's 104 matches, primarily displayed on pitchside boards and around stadiums in the USA, Canada, and Mexico.

The study revealed that brands producing junk food and drinks, defined by the UK government as high in fat, salt, or sugar, were featured 65,722 times in total. These advertisements were visible for 28.1 hours throughout the tournament, accounting for over 16% of the total match time. The ads were broadcast during live play, making them visible to every viewer in every country broadcasting the matches, excluding pre-match coverage, half-time breaks, and controversial hydration breaks during matches.

Coca-Cola had the highest number of advertisements (21,893), followed by McDonald's (13,915), Powerade (12,777), and Lay's (12,087), all of which are official partners of Fifa. Fifa responded by stating that the majority of its revenue supports football-related initiatives, including health and wellbeing projects. The researchers argue that the continuous exposure of unhealthy food and drink brands during football matches can normalize their consumption, making them more familiar and appealing.

While the UK has implemented a ban on junk food advertising before 9pm on television, the advertisements during the World Cup fall outside this legislation due to their international nature. Critics, such as Greg Fell, president of the Association of Directors of Public Health, argue that this represents a loophole and emphasize the need for a global approach to address the issue.