Study reveals 65,000 junk food adverts during World Cup matches
A study by universities in Bristol and Oxford used AI to count junk food adverts visible during live play at the 2026 World Cup. They found 65,722 displays of high-fat, salt, or sugar products, totalling 28.1 hours of screen time. Coca-Cola, McDonald's, Powerade, and Lay's were the most prominent advertisers.
The AI tool scanned only the international broadcast feed, meaning the same advertisements reached audiences in every country showing matches. Counting was restricted to live play, excluding pre-match segments, halftime breaks, and the tournament's hydration pauses. All four leading advertisers hold official FIFA partnership status, with Powerade operating as a subsidiary of Coca-Cola.
The UK's October 2025 restriction on junk food television advertising before 9pm does not extend to international pitchside hoardings, which researchers describe as a regulatory gap. The study also compared categories, finding junk food promotions appeared roughly seven times more often than alcohol ads, ten times more than gambling, and nearly twenty-five times more than cryptocurrency.
This study could influence how regulators and sports governing bodies approach sponsorship agreements, particularly as families watch matches together during evening hours. Repeated pairing of unhealthy brands with football excitement may normalize consumption among younger viewers, potentially shaping long-term dietary habits. The findings may also pressure FIFA to reconsider its commercial partnerships or prompt international advertising standards discussions, though meaningful change would require coordination across borders and broadcasters.