Football’s most prestigious tournament, the 2026 FIFA World Cup, held across the United States, Canada, and Mexico, has been the subject of a critical new study revealing an overwhelming presence of advertisements for unhealthy food and beverage products. Researchers from the University of Bristol and the University of Oxford have highlighted a "constant bombardment" of junk food promotions visible to a global television audience, raising significant concerns about the alignment of major sporting events with public health initiatives.
The study, which employed a sophisticated Artificial Intelligence tool to meticulously analyze advertising content, focused on the international broadcast feed of all 104 matches played during the tournament. The AI meticulously scanned pitchside advertising boards and stadium perimeter displays, identifying and quantifying the visibility of brands whose products are classified by the UK government as high in fat, salt, or sugar. The findings paint a stark picture: a total of 65,722 instances of logos and products from such brands were displayed throughout the tournament.
This pervasive advertising was not fleeting. The analysis indicated that these unhealthy food and drink advertisements remained visible for a cumulative total of 28.1 hours, constituting just over 16% of the total match playtime. Crucially, this figure excludes advertisements displayed during pre-match build-ups, half-time commercial breaks, and the controversial in-match hydration breaks, suggesting the actual exposure to such marketing could be even higher.
A Data-Driven Examination of Unhealthy Promotions
The AI model estimated that, on average, each individual match featured an astonishing 576 visible advertisements for junk food and drinks. This consistent exposure, broadcast to viewers worldwide, has ignited a debate about the role of major sporting organizations in promoting healthier lifestyles.
The brands most prominently featured in the study are all official partners of FIFA, underscoring the deep commercial ties between global football governance and the food and beverage industry. Coca-Cola emerged as the top advertiser, with its logos and products appearing 21,893 times. This was closely followed by McDonald’s (13,915 instances), Powerade, an energy drink owned by the Coca-Cola Company (12,777 instances), and Lay’s, the crisp manufacturer known as Walkers in the United Kingdom (12,087 instances). The presence of these major players highlights a strategic marketing approach during a globally televised event with an immense audience.
FIFA’s Response and the Broader Regulatory Landscape
In response to the study’s findings, FIFA has defended its partnership strategy, emphasizing that the vast majority of its revenue is reinvested into football development globally, including initiatives aimed at promoting health and well-being. A FIFA spokesperson stated that the organization collaborates with a diverse portfolio of global partners, all of whom are subject to its governance and compliance frameworks. The spokesperson also highlighted FIFA’s social impact campaigns, such as "Be Active," which they claim delivered messages of unity, inclusion, health, and friendship to audiences on an "unprecedented scale" throughout the World Cup.
However, the study’s authors and public health advocates point to a significant disconnect between these stated intentions and the visual reality of the tournament’s broadcasts. The issue is further complicated by varying national regulations regarding advertising. For instance, in the United Kingdom, since October 2025, a ban on junk food advertising on television before 9 pm has been in effect, encompassing foods like burgers, chips, crisps, and sugary drinks. Yet, the advertisements displayed on pitchside hoardings at international events like the World Cup, being part of a global broadcast, fall outside the scope of such national legislation. This creates a scenario where viewers in countries with strict regulations are still exposed to these promotions during hours when they would theoretically be protected.
The "Loophole" and the Call for Global Collaboration
Public health experts have identified this as a significant regulatory loophole. Greg Fell, president of the Association of Directors of Public Health, described the situation as a clear "loophole," underscoring the growing body of evidence demonstrating governments’ efforts to curtail junk food advertising. Fell argued that a "worldwide collaboration" is essential to address the global obesity crisis, asserting that advertising plays a pivotal role in the harm associated with poor diets. He drew a parallel between the current marketing tactics of unhealthy food brands and those previously employed by the tobacco industry before advertising restrictions were imposed.
Fell also raised concerns about the targeting of children, stating that companies aim to grow their markets by appealing to younger demographics who represent the "future market." This concern is amplified by recent governmental efforts in the UK to combat childhood obesity, including significant changes to school dinner rules aimed at banning deep-fried foods and increasing the availability of fruits, vegetables, and whole grains.
Childhood Obesity: A Global Crisis Amplified
The data on childhood obesity is stark. According to NHS data from 2024, 15% of children in the UK were classified as obese, with an additional 26% being overweight. This alarming trend is not confined to the UK; it represents a global public health challenge.
Dr. Elisa Becker, one of the co-authors of the study, articulated the gravity of the situation. "We are facing a global crisis of childhood obesity and diet-related disease, yet the world’s biggest sporting event is saturated with marketing for unhealthy food and drinks," she stated. Dr. Becker emphasized the paradoxical role of sport, arguing, "Sport should be part of the solution to poor health – not one of the world’s most powerful advertising platforms for the products driving it."
The findings of this study, therefore, extend beyond a simple analysis of advertising exposure. They highlight a critical tension between the commercial interests of global sports bodies and the urgent need for public health interventions, particularly in the face of rising rates of obesity and diet-related illnesses worldwide. The implications for future policy and the ethical responsibilities of sports organizations are significant, prompting calls for a more unified and robust approach to regulating the promotion of unhealthy products during major international events. The study’s detailed data and the expert commentary it has generated are likely to fuel further debate and advocacy for stricter advertising controls on a global scale.
