Study finds World Cup viewers exposed to over 65,000 junk food adverts
A study by universities in Bristol and Oxford used AI to count advertisements for unhealthy food and drinks during the 2026 World Cup. The ads, shown on pitchside boards during live play, appeared 65,722 times across 104 matches. Coca-Cola, McDonald's, Powerade, and Lay's were the most prominent brands, with FIFA defending its partnerships.
The AI analysis tracked pitchside advertising visible on the international broadcast feed during live play across all 104 matches. Researchers counted 65,722 displays of unhealthy food and drink branding, totalling 28.1 hours of screen time, roughly 16% of all match play. Coca-Cola appeared most frequently, followed by McDonald's, Powerade, and Lay's, all official FIFA partners.
The study also compared categories of potentially harmful advertising. Junk food appeared seven times more often than alcohol and prediction market brands, ten times more than gambling, and nearly twenty-five times more than cryptocurrency. UK regulations banning junk food ads before 9pm do not apply to international pitchside hoardings, which public health officials describe as a loophole.
This story could influence public health discussions about sports sponsorship and advertising regulation. Families watching matches together may be exposed to repeated junk food branding during hours when such ads are restricted domestically, potentially normalizing unhealthy consumption among younger viewers. The findings may pressure FIFA and its partners to reconsider marketing practices, though commercial revenue considerations could limit voluntary changes. Policymakers might explore international advertising standards, but enforcement across borders presents significant challenges.