‘Constant bombardment’ – fans shown 65,000 junk food ads at World Cup
Football fans were shown a "constant bombardment" of advertisements promoting junk food and drinks during matches at the 2026 Fifa World Cup, according to a new study.
A new study by researchers at the University of Bristol and University of Oxford reveals that fans at the 2026 FIFA World Cup were subjected to a "constant bombardment" of advertisements for junk food and drinks. Utilising an AI tool, the researchers analysed 104 matches played across the tournament in the USA, Canada, and Mexico, and discovered that logos and products from high-fat, salt, or sugar brands were displayed a total of 65,722 times.
These ads were visible for 28.1 hours, or 16% of the total match time, during play. Coca-Cola appeared most frequently with 21,893 ads, followed by McDonald's and Powerade, both with over 12,000 ads each. FIFA, the world football governing body, defended the practice, stating that the majority of its revenue supports health and well-being initiatives.
The researchers argue that the frequent promotion of junk food and drink around the World Cup can normalize unhealthy consumption, especially among children. Despite UK legislation banning junk food advertising on TV before 9pm, the ads displayed during matches fall outside the legislation, creating a loophole. Public health experts emphasize that global collaboration is needed to address obesity, likening it to the tobacco industry's methods.
The UK government has recently implemented stricter school dinner rules to tackle childhood obesity, with data showing that 15% of children in the UK were obese in 2024. Dr. Elisa Becker, co-author of the report, asserts that sport should contribute to health solutions rather than being an advertising platform for unhealthy products.
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