Bristol and Oxford researchers: 65,000 junk food ads shown at 2026 World Cup

What changed

Researchers from the University of Bristol and University of Oxford found that 65,722 junk food and drink advertisements appeared on screen during the 104 matches of the 2026 FIFA World Cup. These ads were visible for 28.1 hours, accounting for just over 16% of total match time. Coca-Cola dominated the count with 21,893 exposures, followed by McDonald’s (13,915), Powerade (12,777), and Lay’s (12,087).

Why it matters

The sheer volume changes how fans experience the broadcast. Viewers are not just watching a game; they are absorbing a constant visual stream of brand logos during live play. This exposure occurs on the international feed, meaning it bypasses national regulations. Since October 2025, the UK has banned television advertising for high-fat, salt, or sugar products before 9 pm. However, because these ads appear on stadium hoardings during an international event, they fall outside that legislation. Greg Fell, president of the Association of Directors of Public Health, calls this a "loophole."

The study highlights a significant imbalance in commercial messaging. Junk food promotion was recorded around seven times more often than alcohol and prediction market brands. It was 10 times more prevalent than gambling ads and almost 25 times more frequent than cryptocurrency promotion. This ratio suggests that while public health officials worry about gambling and alcohol, the most visible commercial force during major football events is actually unhealthy food.

FIFA responded by stating that most of its revenue is reinvested into football, including health and wellbeing projects. The organization argued that its partner portfolio is subject to governance frameworks and that campaigns promoted messages of unity and inclusion. However, the study’s data points to a disconnect between the brand visibility and the health messaging. The researchers argue that repeatedly connecting unhealthy brands with football and national identity normalizes their consumption.

This situation creates a specific regulatory challenge. Domestic rules designed to protect public health are ineffective against international broadcast feeds that rely on physical stadium advertising. As global tournaments continue to grow, the gap between local advertising laws and global commercial interests becomes more apparent. The data shows that the most powerful commercial tool in the modern football stadium is not a digital pop-up, but a physical sign visible for nearly a quarter of every minute of play.